Björn Norberg has served as in-house counsel for H&M Hennes & Mauritz AB for almost 25 years. Since 2008 he has been head of the company’s IP department. During this time, H&M has grown from a one-brand company with 650 stores in 12 countries to an nine-brand company with approx. 5,000 stores in 75 countries. Mr Norberg handles H&M’s IP portfolio, which consists of nine separate concepts: H&M, H&M HOME, H&M MOVE, COS, & Other Stories, Weekday, Monki, Arket and Cheap Monday. Mr Norberg and his team spend a lot of time and effort in collaborating with the design teams to clear and enable new designs. They also educate the design teams in IP law. They coordinate the legal work in infringement cases with external counsel, the design and buying teams and management and decide which strategies to apply. He has also been thoroughly involved in drafting and negotiating agreements for H&M’s high-profile designer collaborations since 2004. Mr Norberg’s keen insight and judgement enable him to work through complex issues and make solid recommendations. His adaptability allows him to work with the myriad legal systems that cover H&M’s companies worldwide. In 2025 his team won the Lexology award Best IP team in Europe. "This win holds immense significance for us, as it validates the hard work, expertise and dedication we bring to our practice every day, while being guided by the H&M Group values. Being recognized in our industry reinforces the impact we are making in the world of intellectual property and affirms our position as in-house experts and trusted advisors to both our colleagues and brands. This achievement showcases our ability to navigate complex legal landscapes, protect valuable intangible assets and contribute to business growth."