COS

[on-hold music] You're listening to The Entrepreneurs.

Daniel Ervér leads the H&M Group, the global fashion and design company with more than four thousand stores in over eighty markets, and with a portfolio alongside its eponymous flagship of brands like COS, Weekday, Arket, & Other Stories, and more.

Ervér has been with the business for more than twenty years, has overseen the H&M brand since twenty twenty, and will mark three years as CEO of the group in January.

At a fascinating time for the business' evolution, and with H&M returning this very week to London Fashion Week, we thought it would be the perfect time to head up to visit H&M at its home base in Stockholm to hear from voices across the business and, of course, from Daniel himself about how he's navigating the current fashion retail landscape, the value of long-term brand building, and what he and we should be expecting next.

That's, uh, Daniel Ervér to you.

He's the H&M Group CEO.

You know, well, he's managing about twenty billion euros across H&M and COS, Weekday, Arket, and the like.

And we went to go speak to him just and learn a little bit more about what H&M are doing in terms of rebranding and sustainability, and it was an, it was an interesting day out.

mouth.Then wraps his leg around her.

All of it as a major fashion show for the H&M-owned brand, COS, was underway.

Fashionista editor Steph Saltzman caught it all on camera.

It went on for quite a while, and people were watching the show as usual.

So, yeah, whilst the Londoners love Aussies, I think they do kind of look down on us, which, I don't know, is a bit... sad a little bit cringe but that's okay because guess whose country is better ours but you should still move to London okay so moving along to the next thing that I didn't expect and that was that fashion in London really relies on the fast fashion economy and You know, I'm sure there are many beautiful small makers and there'd be plenty of slow fashion options out there, but I could not find really anything interesting to wear in London beyond like vintage shopping and op shopping.

It was really just Zara and H&M and COS, like all just the big players were the only shops that seemed available.

but i just found it really hard to find those niche little makers that we have access to in australia i think that is an area actually where london is and the british do respect australians and that is in our fashion labels which is very cool and something to hang our hat on but yeah there's just i couldn't find really any niche brands over there which again i'm i know i probably sound extremely ignorant and i probably didn't look in the right places but It wasn't obvious, I guess.

It wasn't easy to find great retailers.