H&M has appointed Karen O’Rourke as its new managing director for the UK and Ireland, taking the helm of more than 200 stores.
O’Rourke brings over 25 years of experience with the Swedish fashion giant, having started her career on the shop floor before holding 14 roles across store operations, area management, sales markets, and the company’s global headquarters.
Most recently, she served as sales market manager for the Nordics, leading cross-functional teams to improve customer experience and drive regional growth.
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Her appointment marks a strategic move as H&M seeks to strengthen its presence in the UK and Ireland.
O’Rourke will oversee the continued development of the brand and its growing customer base, while driving transformation across operations and customer experience.
“I’m excited to lead H&M UK & Ireland as we focus on growth, innovation, and deepening our customer connection,” O’Rourke said.
“Our upcoming event at London Fashion Week reflects our commitment to creativity, craftsmanship, and a more elevated design direction, and I look forward to building on our strong foundation and driving continued success in this key market.”
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