Karl-Johan Persson Biography

Karl-Johan Persson is the CEO and President of Hennes & Mauritz (H&M), the fashion company founded by his grandfather Erling Persson. Persson studied at the European Business School in London from 1996 to 2002, majoring in Business and Economics. Persson bought an events management company in 2001, and it quickly became the leading events management company in Scandinavia. The company was successfully sold to MCI in 2007. In 2005, he joined H&M as an operational manager, eventually rising to the positions of head of expansion and head of business development in 2007, before being named CEO in 2009 to succeed Rolf Eriksen. When Persson boldly chose to make a plus-sized model the face of H&M's swimsuit collection, he shook up the fashion retail industry. He also chose the curvy Beyoncé to star in the summer ad campaign. He stated that many of the models featured by the brand in the past were too thin, sparking speculation that other brands should follow his lead. H&M debuted its dedicated online store in August 2013, three years after making e-commerce promises. It sells the entire catalogue as well as additional sizes and styles.

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