H&M has more than 1300 stores in 29 different countries and has more than 50,000 employees. Stefan Persson, Erling's son, became CEO in 1990 and Chairman of the Board in 1998. The Church of Sweden is a major shareholder in the H&M chain. As its price point is in the discount fashion range, H and M markets its clothing also to high-end fashion consumers, both through ads in fashion magazines and the placement of stores in areas more typically associated with more expensive designer stores. In November 2004, selected H and M clothing stores offered an exclusive collection by fashion designer Karl Lagerfeld. The press reported large crowds and that that the initial H&M inventory was sold out within an hour. In November 2005, H&M chain launched a collection by Stella McCartney and, in November 2006, by avant-garde Dutch designers Viktor & Rolf. The company presented another collaboration with Madonna in March 2007, designed by the star, and in 2007, another design with Kylie Minogue was launched in Shanghai, China. Virtual H&M (Sims 2 H&M fashion) The combined forces of H&M and Electronic Arts (EA) created a virtual world of fashion "The Sims 2 H&M Fashion Stuff Pack". It is now available at EA online and in stores. The stuff pack has all the virtual replicas of H&M clothing from the H&M chain's collection, as well as all the gadgets usual H&M clothing store has, such as cash registers, changing rooms, mannequins, shopping bags, and so on.