The Swedish fashion giant H&M brings second-hand clothing to its own online shop for the domestic market.
In the new “pre-loved” section, customers can buy and sell second-hand clothing from brands in the H&M group as well as third-party retailers such as Asos, Nike and Zara, Just Style reports. The “Pre loved” offer will be introduced first in Sweden and then in Germany. Other markets could follow at a later date.
“We will continue to gradually expand our range of new brands and products, as well as an expanded online range of used items,” an H&M spokesman told Just Style. “With this news, we are expanding our online offering and customers will be in be able to buy a curated selection of (of) second-hand items in our online shop.”
Felicia Reuterswärd, Sustainability Manager at H&M Sweden, said on Linkedin: “The decade of action has begun – H&M Sweden has taken the first step towards an integrated second-hand clothing experience on hm.com, one of the biggest platforms for fashion! Let’s make second-hand fashion the new normal!”
H&M has increasingly focused on circular models such as resale in recent years. In September 2021, the retailer partnered with tech company Reflaunt (Resale-as-a-Service, RaaS) to launch its own second-hand fashion platform in Canada, called H&M Rewear. H&M also became the majority owner of Swedish re-commerce platform Sellpy in 2019.
This translated post previously appeared on FashionUnited.uk.