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H&M Group's ARKET to start renting kidswear

Tom Shearsmith
21 January 2021

Nordic lifestyle brand ARKET, part of H&M Group, will begin offering products from its children’s collection for rent through a new partnership with Amsterdam-based online shop and clothing subscription Circos.

Available across Europe from 28 January 2021, a broad selection of ARKET designs can be rented either individually or as part of an edited bundle of clothes on the subscription site.

As a typical child grows through eight sizes in the first two years of its life, data from ARKET suggests parents buy around 280 pieces of clothing during this time – most of which are only used for a few months, or even less.

On average, between eight and ten families will share the products over its lifetime, and once the product eventually wears out, the materials are repurposed to make new products.

The Circos subscription is available to customers in Europe customers from £17.25 (€19.50) per month. Rented clothes can be kept and used for as long as they fit and returned when it’s time to size up or update the wardrobe for a new season.

Pernilla Wohlfahrt, Managing Director ARKET, commented: “We’re really happy to be able to give our customers the possibility to share products with other families and proud to join Circos in their vision for a more circular everyday life. Children’s clothes need to be designed with a longer-term horizon in mind, and all our garments are consciously intended to be handed down when outgrown.”

Erick Bouwer, founder and CEO at Circos, added: “With our partnership, ARKET and Circos bring a valuable and much-needed service to a growing market of environmentally-conscious parents and caretakers. I am very excited about the journey ahead of us, making fashion more sustainable and simplifying good choices.”

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