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Extending product life

Our focus is to scale services that help keep products in use for longer and enable materials to be recovered once products are no longer usable.

The value of extending product life

We need to take responsibility for fashion’s impact on climate and the environment. Services such as resale, repair and garment collection can help reduce this impact by keeping products in use for longer and lowering the need for new resources, while continuing to offer our customers fashion and style.

For customers

Customer needs and expectations are changing. Research shows that the pre-loved fashion market is growing up to ten times faster than the traditional fashion market, with Generation Z helping to drive this shift. Customers are motivated by the opportunity to get more value for their money, find unique fashion pieces and shop in a more sustainable way.

For our business

Services that extend product use, such as resale, can also help us build a resilient and relevant business that is better prepared for future legislation, including EU rules related to waste, sorting and collection. Research by the Ellen MacArthur Foundation shows that business models such as resale and repair could generate USD 700 billion by 2030 and account for up to 23 percent of the global fashion market.

How to keep products and materials in use

Traditionally, fashion has followed a linear model: take, make, waste. Services such as resale and repair aim to keep products in use for longer by extending their active life and increasing the number of users.

When products reach the end of their useful life, collection schemes such as our garment-collecting programme help ensure they are not wasted. This supports the recovery of materials and helps maximise the value of the resources used to make them.

Our services

Across H&M Group, we are testing different services that help extend product use. These services give customers new ways to engage with our products, while helping us learn what works so we can develop solutions that meet customer needs over time.

For these initiatives to scale, they also need to make economic sense. In our position paper on circular business models, we outline some of the challenges involved and the changes needed to help support a scalable transition.

Our resale services

We offer several ways for customers to engage in pre-loved fashion:

  • Brand-specific initiatives across our portfolio, such as Curated Second Hand in selected stores and markets, offering pre-loved products that meet our internal quality standards.
  • Online resale through Sellpy, which operates across multiple European markets and enables customers to buy and sell pre-loved items.

In 2024, we published our first disclosure of the share of turnover generated from resale. By sharing this data, we aim to increase transparency across the resale landscape and support broader industry learning.

Repair and care services

In selected locations, we offer or pilot services that help customers repair and care for products, such as:

  • store-based repair partners, for example collaborations with SOJO at Arket,
  • tailor or repair points in selected stores,
  • digital repair service pilots in specific markets.

These services vary by region depending on local legislation, partner availability and customer demand.

Garment-collecting programme

When products reach the end of their useful life, customers can also return them through our garment-collecting programme, which is available in most of our markets.

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