PVH appoints Fredrik Olsson, former H&M executive, as new CEO for Europe, Middle East, and Africa

PVH Corp., owner of iconic brands like Calvin Klein and Tommy Hilfiger, has announced the appointment of Fredrik Olsson as its new CEO for Europe, Middle East, and Africa (EMEA). Olsson, with over two decades of experience at H&M in various leadership roles, will replace Martijn Hagman, who has been CEO of Tommy Hilfiger Global and PVH Europe since 2020. This strategic change aims to strengthen PVH's presence in the competitive European market.

Olsson will officially assume the role in Q4 2024 and will report directly to Stefan Larsson, PVH’s global CEO. Larsson expressed strong confidence in Olsson’s ability to drive sustained growth and innovation in the region, highlighting his past successes in business expansion. Prior to joining PVH, Olsson led Max Fashion in Dubai, where he achieved significant growth in international markets and contributed to the company’s solid presence in the Middle East.

Olsson will be based in Amsterdam, overseeing PVH’s operations in the EMEA region, which is a key market for the company. His experience leading large teams and focus on sustainability and innovation will be crucial to PVH's long-term ambitions, as the company seeks to strengthen its brands in an evolving retail environment.

This appointment aligns with PVH’s global strategy to attract international talent and reinforce its market position while adapting to the new dynamics of the fashion industry, which increasingly demands the integration of digital and sustainable operations.