H&M has appointed Karen O’Rourke as its new managing director for the UK and Ireland, giving her responsibility for more than 200 stores.
O’Rourke has been with the Swedish fashion retailer for over 25 years, beginning her career on the shop floor before progressing through 14 roles spanning store operations, area management, sales markets and the company’s global headquarters.
Most recently, she held the position of sales market manager for the Nordics, where she led cross-functional teams to enhance customer experience and deliver regional growth.
Her appointment is seen as part of H&M’s strategy to strengthen its position in the UK and Irish markets. She will oversee the continued development of the brand, focusing on customer engagement, innovation and operational transformation.
O’Rourke said she was eager to lead the UK and Ireland business at a time when growth, innovation and stronger customer connections were priorities. She added that H&M’s upcoming presence at London Fashion Week would reflect the company’s commitment to creativity, craftsmanship and a more elevated design direction, while noting her intention to build on existing foundations and drive further success in the market.
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