A product’s life cycle is shaped before it reaches the customer. Choices about materials, construction, quality, care instructions and production processes can influence how a product is made, used, and cared for.
Product creation and product use
These areas matter because they influence how resources are used before a product reaches the customer, and how customers may be able to retain value from that product during use. They can also affect what may be possible later, such as resale, repair, sorting or recycling, although outcomes depend on the product, customer behaviour, market conditions and available infrastructure.
Our work focuses on the parts of product creation and use where we can take practical action, from product creation requirements and guidance to selected customer services after purchase. Longer product use and reuse are shaped by wider industry conditions, including regulation, product data requirements, service models and customer demand. Through our own services and collaborations, such as the Circular Design Consortium, an industry collaboration that works on approaches to product design, we build practical experience and share learnings as these areas continue to develop.
The product creation process
Product creation involves decisions on materials, design, quality requirements and construction. These decisions can affect how a product is used and cared for, and may influence the options available for reuse, repair, sorting or recycling.
Our product teams and suppliers work with requirements and guidance, including washing and strength tests and construction and manufacturing guidelines. Requirements and test methods differ depending on product type, material composition, function and market regulations. We continuously review our product creation requirements, including exploring longer fibre lengths and higher testing requirements for selected product types and opportunities to simplify material blends where relevant, among other areas.
Material choices are also an important part of product creation. More information about our material approach and wider environmental considerations linked to production, including energy, water, chemicals and waste, is available in our annual and sustainability report.
Keeping products in use
We offer selected services that give customers more ways to use, care for or pass on products. These include resale, selected repair-related options and product care guidance. Availability differs by brand, market and channel.
Services that support longer product use need to work for customers and be commercially viable if they are to scale. Their development also depends on market conditions, regulation, infrastructure and the availability of suitable partners.
Resale and repair
Sellpy is H&M Group’s most established resale service and e-commerce platform for second-hand items. As a majority owner, we offer the service in several European markets as a way for customers to buy and sell second-hand items. Sellpy also gives us practical experience in resale, including customer experience, logistics, quality assessment and commercial conditions.
Selected brands also offer curated second-hand or resale options, available online or in stores. Availability, product categories and scale vary by market and brand.
In 2025, resale was available in 26 markets and represented 0.8 percent of H&M Group’s total turnover, based on the definition and scope disclosed in our annual and sustainability report.
We also offer selected product care guidance and repair-related services, depending on brand, market and partner availability. These services are part of how we test ways to support product use after purchase, but their availability and scale vary.
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