Swedish fashion retailer, H&M, launches a second-hand clothing offering in its domestic market which will include second-hand garments from H&M Group brands as well as third-party names such as ASOS, Nike, Zara, and Abercrombie & Fitch.

The “pre-loved” assortment will be launched in Sweden first, followed by Germany, and then potentially be pushed out across e-commerce websites in other countries. The secondhand items for sale will be supplied through Sellpy, a business in which the H&M Group has invested since 2015.

Felicia Reuterswärd, sustainability manager at H&M Sweden, took to LinkedIn to announce the news and said that a decade of action here we go- H&M Sweden has launched the first step in an integrated experience for second-hand items on hm.com, one of the largest fashion platforms! Let’s make second-hand fashion the new normal!” said Reuterswärd.

Reuterswärd added that they’ll continue to progressively grow their offering of new brands and products, as well as their online pre-loved inventory. They are expanding our online offering with this announcement, and clients will be able to purchase a handpicked selection (of) second-hand items from our online shop. Their circular offers, services, and products are all vital parts of their desire to enable and encourage their consumers to participate in H&M’s circularity initiatives and their transformational path toward circularity and becoming climate positive.

H&M’s website emphasized their sustainability plan even further, citing Ellen MacArthur Foundation data indicating that apparel manufacturing has risen in the last 15 years while demand has declined by 40%.

The announcement comes one year after the H&M Group announced the expansion of its Sellpy secondhand clothing platform to the Netherlands and Austria, after initially introducing it in Sweden and later expanding to Germany.