Ertur is H&M new sustainability head, loyalty program has 100m+ members

By

Sandra Halliday

Published
Nov 9, 2020

H&M Group has named Leyla Ertur as its new Head of Sustainability, starting in the New Year. She will take over from Anna Gedda who has held the post since 2014 but is moving to a new role as Head of Steering and Strategic Planning at the group.

“Leyla’s vast experience working in our production countries combined with her leadership skills, make her ideally suited to carry on the fantastic work Anna and her team have done over the past six years,” said CEO Helena Helmersson. 

Ertur joined the firm in 2000 and has worked across multiple continents, leading teams in areas such as HR, Production and Global Supply Chain Management. 

Importantly for anyone with a sustainability remit, she’s worked extensively in production countries and was most recently in the dual role of Regional Country Manager Production, Europe, and Head of Global Quality Strategy and Compliance.

It's an important move for her given that the company is so large and affects the fashion choices of so many individuals globally.

In fact, that became very clear given that, at the same time as it announced the appointment, it also said its biggest business, H&M itself, now has over 100 million members of its customer loyalty program H&M Member.

Over the past few years, the company has updated the program and now rewards “not only transactions but also engagement, with customers earning points on things like rating and reviewing our products”.

The program currently covers 26 of H&M’s 74 markets after recent rollouts in India, South Korea and Australia. It has also introduced the membership on Wechat and Tmall in China, and Kakao in Korea.