News article

H&M tests rental service

When H&M’s Sergels Torg store in Stockholm reopens after a major refurbishment, customers will be met by an entirely new H&M experience. It’s the first H&M store where fashion fans have the opportunity to rent some stunning garments, including bridal dresses.

“We are really excited to try out rentals for the first time and inspire our customers to look at fashion in a circular way. Our Conscious Exclusive collections are made from sustainably sourced materials, so we feel they are perfect to kick off this trial with”

                                                                  Maria Östblom Head of womenswear design H&M

The Sergels Torg store will offer customers an inspirational shopping experience with a curated assortment and an updated interior of warm neutrals, carefully selected materials and lots of greenery. Customers can choose to use self-service checkouts and get inspired by H&MxME images from our customers own fashion stories on several screens around the store. The store is all about treating customers to something extra. Among the new introductions in the store is the H&M Beauty Bar by Dashl, where customers can book in to get their hair, nails and make-up done already from 07.30am on weekdays. The store also offers members of H&M’s customer loyalty program the possibility to rent selected skirts and dresses from our Conscious Exclusive collections. To further inspire customers to reuse and recycle, the store will also offer repair services with an atelier where you can get fashion favourites mended or upgraded.