Henrik Nordvall: Steering Towards Sustainable and Innovative Fashion Leadership

29 July 2024

H&M in the UK and Ireland is constantly growing and finding new ways of reinventing themselves and the fashion world. With an impressive 16 years in the business, the SCC interviewed CEO Henrik Nordvall to get the latest insights from H&M and their progress across the countries.

Henrik Nordvall, CEO of H&M UK & Ireland, has spent 16 years with H&M, holding nine different roles across six markets. This extensive experience has equipped him with a broad understanding of the global fashion industry. “I’ve been incredibly fortunate. It is fantastic to be able to represent our brand and this key market to the global stage and work with the fantastic colleagues who truly make the brand what it is,” he says.

In his current role, Henrik oversees more than 6,000 employees and 200 stores in the UK and Ireland. “I take great pride in seeing our market in the UK and Ireland go from strength to strength,” he remarks.

As H&M continues to grow profitably in the UK and Ireland, the company is also increasing its investments. A prime example is the recent opening of the first new H&M brand infuser concept store in London, the first of its kind in Europe. “We are so proud to open the doors to our brand-new concept store in Chelsea. It has been our dream for many decades to have a store at this iconic destination of fashion and culture, and this store reflects just that,” Henrik says.

He views this store as a culmination of H&M’s long-standing relationship with London’s fashion and the city’s tradition of being a hub for experimentation and self-expression. “Every aspect of the store is developed with the customer in mind – it’s about celebrating the joy of shopping, through great design, interactive store features, and personal twists for every visitor.”

The evolution of customer journeys
With 77 years in the business, H&M has witnessed the evolution of customer journeys and fashion trends. For Henrik, an omni-channel customer experience is critical to the success of any fashion brand. “We must ensure that our offering is relevant and responsive to the latest trends to continuously meet our customers’ ever-increasing expectations,” he explains.

These relationships are becoming increasingly significant as consumers grow more conscious of their buying habits. “We are seeing younger generations demanding more transparency and authenticity from brands, and over the coming years I think we will, quite rightly, see brands responding to this demand, connecting their brand values to their customer offering in a more succinct way,” Henrik concludes.

Sustainable fashion for all
Sustainability has been central to H&M’s business for nearly 30 years. Their business idea is to offer the best combination of fashion, quality, price, and sustainability – democratising green fashion and making it accessible to all. Henrik is proud of H&M’s progress in this area. “2023 was a fantastic year where we made great progress toward our sustainability goals. At a global level, H&M Group increased our share of recycled or sustainably sourced materials to 85% and achieved a 55% reduction in plastic packaging, to name just a few,” he says.

“The key focus of our strategy remains the same going forward – we continue to invest in recycled and more sustainably sourced materials alongside our work to reduce impacts on climate and nature, and support inclusion and rights for all people affected by our business.”

In line with this commitment, H&M Group and Vargas Holdings launched Syre in March this year, a new venture to scale textile-to-textile recycled polyester. Henrik explains that polyester is the most widely used and fastest-growing textile fibre in the world. However, virgin polyester, produced from crude oil, remains linear. Bottle-to-fibre recycling is better, but not optimal. Syre aims to create truly circular fibres by scaling textile-to-textile recycling. “This is hugely beneficial not only to H&M Group, but the wider fashion industry,” Henrik notes.

One year with Henrik on the SCC Board of Directors
At last year’s Annual General Meeting, the Swedish Chamber of Commerce welcomed Henrik to the Board of Directors. “It has been fantastic to be welcomed to the SCC Board and join a myriad of influential colleagues,” he says. Henrik believes that SCC provides a valuable network for the Swedish-British community - bringing together like-minded businesses and individuals across various sectors, offering insights on a range of topics from public and government affairs to industry-specific support for businesses of all sizes. “I look forward to further collaboration with the SCC, expanding our network, and working closely with the team and fellow Board members,” he adds.

Three quick questions on fashion

A fashion trend you hope to never see again:
One trend that really didn’t suit my body was the super slim denim style. Being a former handball player, it goes without saying why I feel this way.

An underrated fashion trend more people should follow:
The summer linen trend. It has become a big hit this year, but it should never go away. Airy pieces made in a fabric that can easily add attitude to otherwise casual items such as shirts, trousers, or suits.

What do you prefer to wear on a sunny summer day?
Flip flops, swim shorts, and obviously, a linen shirt!