Fashion retailer H&M is reshuffling its North American leadership, appointing Aneta Pokucinska as managing director of North America and general manager of the U.S., while naming Claudia Fetta as general manager of Canada.
The appointments are effective immediately and put two long-time H&M executives in senior roles overseeing the retailer’s operations across the region.
Pokucinska has been with H&M for more than 20 years and has experience in retail operations, commercial strategy and business transformation. She has led teams across multiple markets and has served as managing director for North America since July 2026.
Before that, Pokucinska was regional manager for H&M’s business across the Americas, North East Asia and East Asia. She has also held global leadership positions, including global head of merchandising and head of business transformation.
In her expanded role, Pokucinska will focus on market performance, customer experience and the continued development of H&M’s business in the U.S. and Canada.
She will also join H&M’s Executive Management Team and report directly to H&M Group CEO Daniel Ervér.
“I’m honored to take on these expanded responsibilities and help shape the future of H&M across North America. Our success is driven by our customers and our teams, and our ability to continuously evolve. Together, we will strengthen our market position, elevate the customer experience, and deliver growth across both the U.S. and Canada,” Pokucinska said.
Fetta’s appointment as general manager of Canada is also effective Sept. 8.
She brings more than 20 years of retail leadership experience across North America and has held positions in commercial management, operations, visual merchandising and market leadership.
Fetta joined H&M in 2005 and has led teams in Canada and the United States. Most recently, she served as sales market manager for North USA & Canada.
H&M said her experience in commercial strategy, market development and customer experience has supported the company’s growth and operations across the region.
As general manager, Fetta will be responsible for advancing H&M Canada’s growth, strengthening market performance and supporting its teams as the company’s business model evolves in response to changing customer expectations.
She will report directly to Pokucinska in her role as managing director of North America.
“I am honored to take on the role of General Manager for Canada at such an exciting time for the business. Having spent nearly two decades serving customers and leading teams across Canada and North America, I have seen firsthand the incredible passion, talent, and entrepreneurial spirit that define our organization. I look forward to building on that strong foundation with our teams as we continue to strengthen our position in the market and create lasting value for our customers, partners, and colleagues across Canada,” Fetta said.
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