Assortment Planning and Controlling at H&M
Sandra Cavalli-Björkman, Senior Business Controller, and Beatrice Borgh, Planner (both RM alumni) held this workshop starting with an inside look at their roles and how controlling and planning work hand in hand to keep H&M's collections on track. Sandra and Beatrice walked students through what their weekly and quarterly schedules look like, revealing how analytical insights shape everything from buying strategies to product launches.
Students then applied their knowledge through two hands-on cases. First, they acted as controllers, using real sales data and KPIs to design a buying strategy and assess the potential of launching a unique product in North America.
The second case focused on planning, where teams developed short- and long-term strategies for the knitwear category based on KPIs and sales data. The workshop provided insight into how collaboration drives H&M—showing how controllers and planners turn data into strategic decisions that align creativity with commercial goals, working closely with designers, product developers, and managers to shape a relevant and profitable assortment.
A heartfelt thank you to Sandra and Beatrice for sharing their experiences and leading the workshop, and to Emma Hüll for organizing an inspiring and truly H&M-spirited workshop!
Matilda Nordgren, Key Account Manager, H&M Retail Club 2025/26