Who was the CEO of H&M from 2009 to 2020?

Karl-Johan Persson was H&M’s CEO from 2009 to 2020. He succeeded Rolf Eriksen and later became chairman of H&M’s board.

Persson joined the family business in 2005, taking operational roles before becoming head of expansion and business development. His appointment continued the company’s long association with the Persson family: H&M was founded by his grandfather, Erling Persson, while his father, Stefan Persson, had previously led the company.

In 2020, Persson handed the CEO role to Helena Helmersson, who became H&M’s first female chief executive. This creates a common quiz mix-up: Helmersson led H&M after Persson, while Stefan Persson was his father and served as chairman rather than CEO during the period asked about.