Fast fashion giant H&M has launched its first resale program in the U.S. called H&M Pre-Loved, utilizing ThredUP’s Resale-as-a-Service (RaaS) offering.
Through the program’s launch, the company is seeking to build a circular business and provide customers with an easy way to find secondhand clothes for their wardrobes. At the same time, it is aiming to reduce its impact on the climate and the environment, according to Abigail Kammerzell, head of sustainability at H&M North America.
The effort comes nearly two years after H&M launched its resale platform in Canada, initially adding 30,000 pieces of clothing to its online resale website.
As per a study by Simon-Kucher & Partners, a global strategy consulting firm, 65% of U.S. buyers consider sustainability before making a purchase, making sustainability a top priority. Expanding into resale is thus becoming the natural next step for popular brands, even among those in the fast fashion industry, such as Zara and SHEIN, both of which ventured into resale in October 2022.
Many retail brands, including Athleta, Madewell, and J.Crew, have looked to launch their resale platforms in partnership with ThredUp, which provides backend capabilities.
“We’re thrilled that H&M has chosen to partner with ThredUP to debut their first resale program in the U.S., building on their global momentum investing in new circular business models,” said James Reinhart, CEO and co-founder of ThredUP.
H&M previously operated a garment collecting program since 2013 but faced allegations of greenwashing, and last fall, it pulled its ‘Conscious’ collection, which was falsely marketed as eco-friendly, from shelves.
Customers can access the new resale shop at hm.thredup.com.