Annica was brought up in a family of printing and paper production and has spent 15 years at the H&M HQ marketing department working with innovation and building the supplier network, followed by 9 years in the H&M Group customer packaging team. Along the way, she has contributed to building the foundations for H&M sustainability work and setting the company’s packaging strategy with a direction to a more sustainable future.

Right now Annica focuses on taking the innovation and sustainability work within the packaging to stores and E-commerce. According to her, “setting our packaging strategy and having the possibility of making sure we are leading the way to a more sustainable future is still my passion and the journey has just begun”.