“H&M Pre-Loved” is changing fashion with the launch of its own thrift stores in France and Belgium. The Swedish retailer, known for its stylish and affordable clothes, is expanding its sustainable initiatives by offering not only its own pre-loved clothes, but also those of other brands. This innovative concept has been successfully tested for a year in Barcelona and is now making its international debut both in-store and online.
Prices in the Pre-Loved collection range from €2.99 to €299, with a diverse assortment that includes vintage and premium items. By dedicating physical space in two stores in Paris and one in Antwerp, H&M differentiates itself from competitors such as ZARA, which launched an online platform for thrift shopping a year earlier. The inclusion of clothing from multiple brands sets H&M apart and appeals to fashion enthusiasts looking for unique pieces at accessible prices.
To streamline the process, H&M partnered with Sellpy, an online platform that simplifies the process of buying and selling used clothing. Sellers are given a bag to fill with items, and Sellpy takes care of photography, listing and pricing. Sara Eriksson, Sustainability Specialist for Circular Business Models at H&M Group, comments, “Giving our customers different ways to engage with fashion and style is in our DNA, so offering resale is a natural step for us. It means we can satisfy customers who are looking for sustainable style that doesn’t break the bank and at the same time make vital progress on our environmental goals.”
The rise of resale is being driven largely by Gen Z consumers. Born into an era of climate awareness and economic challenges, they embrace secondhand fashion as a way to express individuality while promoting sustainability. Eriksson explains, “One pillar of circular fashion is increasing how much existing clothing is used. As well as wearing the items you already own more often, this can mean repairing damaged garments, buying second hand or renting.“
H&M Group’s commitment to circular fashion includes various resale initiatives, such as curated in-store selections and peer-to-peer websites where customers can sell their unloved pieces directly. Since 2022, Sellpy’s assortment has been integrated into H&M’s online stores in Germany and Sweden, making it even easier to buy used.
While reselling is gaining momentum, it has yet to become mainstream. Eriksson notes, “For a growing customer base, buying and selling secondhand clothing is just as normal as buying new. We hope that by offering resale alongside our traditional assortment both in store and online, we can encourage more people to feel the same, so shopping secondhand becomes a natural part of their experience with us.“
Since 2013, H&M has been accepting used clothing for recycling or donation, offering customers a 15% voucher in return. This program will continue alongside the new secondhand venture. By incorporating clothing from other brands, “H&M Pre-Loved” not only promotes sustainability, but also attracts new customers by giving them the opportunity to purchase higher-end brands at a fraction of the original price.
