H&M Canada Pilots Resell Program

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Swedish-based fast fashion retailer H&M will be debuting H&M Rewear, a first-to-market initiative from the Canadian division.

Frédéric Tavoukdjian

Launching on September 7th, H&M Rewear will give consumers a location to buy and sell any piece of clothing from any brand.

“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.

The platform will be a business model for creating a sustainable market, focusing on the re-circulation of garments. Upcycling and repurposing will continue to be a consumer trend coming out of a pandemic that halted many in-store experiences.

H&M Rewear
Géraldine Maunier-Rossi

“Although we offer garment collecting in our stores, we felt it was important to find a second way for our customers to recycle their clothing,” said Géraldine Maunier-Rossi, Head of Marketing for H&M Canada.

“With H&M Rewear, we are not only offering a place for Canadians to recycle and reuse products, but we are giving them a platform to become active participants in circularity and give a second life to their favourite styles.”

The company has shared details on the platform. H&M Canada will be providing its sellers two ways of receiving payment, including direct deposit or receiving an H&M Gift Card. This feature will add a 20% value, which can be redeemed online or in store.

The C2C platform is powered by London-based Reflaunt, a Resale-as-a-Service (RaaS) technology company.

Retail Insider will be following this initiative, as it has market potential for other retailers in the space.

Article Author

Dustin Fuhs
Dustin Fuhs
Dustin Fuhs is the Editor-in-Chief of Retail Insider, Canada's most read retail trade publication. He has over 20 years experience in the retail, marketing, entertainment and hospitality industries. He has worked with Retail Insider since October 2020 in a number of roles, including associate publisher of the Retail Insider magazine. Dustin was named as Editor-in-Chief of Retail Insider in 2022. Dustin was named as a RETHINK Retail Top Retail Expert in 2024.

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