Edgar Rosenberg

"Stefan Persson takes a different role during the establishment. While Erling Persson is on site once a month, Stefan Persson visits Germany at most once a quarter, when the German manager Edgar Rosenberg has interesting new store locations to show in the major cities. At this time, Stefan Persson focuses on finding the best store locations and then he puts all his energy into negotiating with property owners who are not familiar with H&M before. They have big dragons to fight, Dutch C&A and department stores like Karlstadt and Kaufhof. When the CEO of H&M himself comes down to negotiate a new store, it gives a completely different weight. Erling Persson makes his spontaneous visits, and combines them with sauna bathing. Stefan Persson always has an agenda."

"- Because he did that, he gained great respect among the store staff, Thomas Enderstein explains. "The very Erling Persson comes and looks at our display window." The success in Germany was precisely because we had the combination of Edgar Rosenberg and Erling. With support from Erling, I could also push things through on the purchasing side. Change the assortment."