H&M Group to test sale of vintage clothing via & Other Stories
The H&M Group is set to trial sales of second-hand and vintage clothes, as part of its commitment to increasing sustainability initiatives.The company will launch a test for second-hand clothing on the Swedish website of its brand & Other Stories. Following this trial, the H&M Group aims to extend its second-hand sales into other markets and brands.
Anna Gedda, Head of Sustainability at H&M, told Reuters: “We see this as a growing part of the industry, with great opportunities both for consumers and not least for the environmental impact, and how we can drastically reduce that by extending the life of the products.”
The new trial will be conducted in collaboration with the Swedish second-hand platform Sellpy, a start-up that H&M has been investing in, which is creating a section for & Other Stories “pre-loved” garments on its site.
A Spokesperson from & Other Stories told TheIndustry.Fashion: “We’re proud of our long-lasting wardrobe treasures and it is great to explore different ideas to see them find their way to new owners. The Swedish second-hand platform Sellpy is one of the examples where our collections have a strong presence, so it felt like a natural step to work together and redirect our customers to a & Other Stories pre-loved section on Sellpy’s site.
“It is such a compliment when our pieces find a new owner and get a second chapter. We’re developing this test project together with Sellpy this spring and it is only for the Swedish market and it is too early to give any more details at this point.”
This comes after last week’s H&M announcement about the launch of a new peer-to-peer styling platform and Instagram account where shoppers can get honest answers to all their fashion questions from like-minded “creators”.