Swedish fashion retailer H&M continues to expand its second-hand network, launching a resell platform specifically for the Canadian market on September 7. H&M Rewear is a one-stop digital customer to customer (C2C) resell destination where Canadians can buy and sell any piece of clothing from any brand.

The H&M Rewear platform will allow sellers to search H&M products directly by putting in the product number found on the care label which then will give them access to pictures, descriptions, color from previous seasons through the H&M search bar. Additionally, H&M Rewear, which is being launched together with resale-as-a-service (RaaS) technology company Reflaunt, will advise sellers on prices through its price recommendation algorithm, helping the sellers determine the best competitive price and optimize their chances of selling.

H&M Canada will offer its sellers two ways of receiving payment. Sellers will have the choice between direct deposit or receiving an H&M gift card with an added 20% value that can be redeemed at H&M online and in store. H&M Canada will also be offering its members the option to resell their past purchases in one click through its "smart button."

H&M Rewear website
Photo: H&M Canada
H&M Rewear website
"We felt it was important to be inclusive of all brands in Canada rather than just limiting this platform for H&M products. We want to provide a destination for Canadians to become active participants in circularity and find new homes for garments from any brand in their closet. As this is a Canadian initiative, H&M Canada will be the first market to launch Rewear," said Frédéric Tavoukdjian, Country Manager of H&M Canada.

Actually, H&M has already had a subsidiary since 2014 that takes care of the resell business, but in the European market: Sellpy is represented in 24 countries, including Sweden, Germany, France, Ireland, Italy, Spain, Portugal, Denmark, Croatia, Latvia, Lithuania, Poland, Romania and the Czech Republic. The platform handles the entire sales process for the mostly private sellers. They only have to pack the sorted parts and send them to Sellpy free of charge. Sellpy then takes care of the further processing and quality control of each individual item. The same applies to the recycling of items that cannot be sold. As part of marketing cooperation with parent company H&M, customer club members receive vouchers for shopping at Sellpy.



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