'Truly special': Former H&M CEO joins Swiss 'Patagonia challenger' On

Helmersson will serve as an independent board member and join the nomination and compensation committee of the Swiss sportswear company, which is listed on the New York Stock Exchange.

David Allemann, co-founder and executive co-chairman of On, said Helmersson's "exceptional track record in retail, operations, and purpose-driven leadership" would be a "powerful asset" for the company.

"We're convinced she will play a pivotal role in shaping On's next chapter of global growth," Allemann said.

Previous chief executive of H&M

Helmersson served as chief executive of H&M from 2020 to 2024, and has also held roles as head of sustainability and global head of production at the fashion giant.

"I'm honoured and excited to join On's board of directors," Helmersson said. "On's unique blend of innovation, performance, and impact creates something truly special. I look forward to working with the board and the management team to help shape the future of this inspiring company as it scales globally."

Helmersson also serves as a board member of social sustainability SaaS company Quizrr and as chairperson of textile-to-textile recycling company Circulose, formerly Renewcell.

The announcement follows shortly after the company recruited Spotify's HR director Katarina Berg as its new human resources director, with Berg set to start in August.

'Patagonia challenger'

Founded in 2010, On is a Swiss performance sportswear brand known for its premium footwear, apparel, and accessories. The company could be described as a "Patagonia challenger" given its strong focus on innovation, sustainability, and the circular economy.

Although not as ideologically driven as the American sportswear giant, it has incorporated circularity into its business model by using bio-based materials and advanced recycled materials.