Fredrik Olsson 

Chief Executive Officer of PVH EMEA

Fredrik Olsson is the CEO of PVH EMEA and assumed the role in December 2024.

Fredrik joined PVH with extensive international leadership experience and a proven track record of driving brand-accretive growth across multiple markets for global brands. 

He most recently served as CEO of Max Fashion, one of the leading Middle East fashion retailers based in Dubai, where Fredrik further strengthened the brand’s performance with strong revenue and margin growth. 

Before Max Fashion, Fredrik worked for more than 20 years at the H&M Group. For 15 of those years, he was part of the leadership team that grew H&M globally, more than doubling the size of the business to $22 billion in 2023 and a retail footprint of more than 4,500 stores globally. During his H&M tenure, Fredrik held key leadership roles for the group, including Managing Director globally for the H&M Brand, Head of Global Expansion H&M Group and Head of Global Growth H&M Group. Fredrik is credited with fueling significant profitable growth at the group through international expansion, digital acceleration, and successful business transformation, and has extensive experience working in the European market.