H&M is now selling preowned clothing alongside new items in 12 of its stores. The secondhand platform Sellpy—majority-owned by the H&M Group—operates in 24 markets under its own brand and also supports H&M’s online preowned service. Meanwhile, & Other Stories offers clothing rental services, and even more such initiatives are emerging across the group.

Can preowned clothing be merchandised, curated, and sold in a way that elevates it to the same level as new products—so that customers perceive both options as equally desirable? H&M is betting on it.

The company is also capitalizing on the rapidly growing secondhand market (now nearly three times the size of the new clothing segment), shifting customer preferences, and a stronger commitment to sustainability.

In the latest episode of the CO Z TĄ MODĄ podcast, together with Sofia Måhlén, Project Lead for Circular Business Models at H&M, we explore the many initiatives the H&M Group has introduced to advance circularity in fashion.

How are traditional fashion companies embracing the secondhand market?

We take a global look at the business potential, operational challenges, and differences in customer attitudes toward preowned clothing across various models and markets.

It took nearly five years for the H&M Group to reach this stage—embedding circularity within its existing fashion model. For newcomers just starting out, a similar journey likely lies ahead.

The future of fashion, it seems, the embedded circularity —seems inevitable.