H&M has launched its second-hand fashion platform Sellpy in Germany, marking its first move outside of its home market in Sweden.
The platform, which manages the entire process for the seller from collection to photography, selling and shipping, has sold 6m items since it was launched in Sweden six years ago.
H&M invested in Sellpy 2015 and has built up a 70% stake. Earlier this year it said it planned to double the capacity of its warehousing in Sweden to enable it to sell 8m items a year.
“We see that the awareness and demand from our customers for sustainable fashion is constantly growing and is now probably greater than ever,” H&M Germany manager Thorsten Mindermann said.
“That’s why we’re particularly pleased to be able to offer a new sustainable way of buying and selling fashion, in collaboration with Sellpy.”
H&M has been testing new sustainable models such as a rental service for its Conscious Exclusive collection of environmentally responsible clothing in Sweden as well as offering a selection of vintage clothing in some stores.
The second-hand and rental markets are anticipated to boom in the post-COVID era as consumers clear out their wardrobes and seek to live more sustainable lifestyles. In the UK alone it is anticipated that some 67m items of clothing will be either donated to charity or recycled when lockdown is fully lifted.
Investors too are backing the shift. At the height of lockdown in April, Vestiaire Collective, the global platform for pre-owned premium and luxury fashion, completed a €59 million round of financing, saying the COVID-19 crisis was accelerating the shift to circular fashion business models.
Sellpy sells items for men, women and children, as well as beauty products, and offers a wide range of brands from luxury to premium and high street.