Global Fashion Behemoth H&M to Introduce Resell Platform in Canada Very Soon

  • 20th Aug 2021
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Global Fashion Behemoth H&M to Introduce Resell Platform in Canada Very Soon

Swedish retail giant H&M is launching its own second-hand fashion platform in Canada next month as it continues to expand its presence in the red-hot resell market.

The new platform, called H&M Rewear, is a “one-stop digital customer to customer (C2C) resell destination” powered by London-based Resale-as-a-Service (RaaS) technology company Reflaunt.

Candian customers can buy and sell pre-loved fashion items, and, interestingly, any piece of clothing from any brand can be added to the platform, not just H&M products.

Frederic Tavoukdjian, country manager of H&M Canada, said it was important to be “inclusive of all brands”.

“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,” Tavoukdjian said in a release. “As this is a Canadian initiative, H&M Canada will be the first market to launch Rewear.”

H&M continues circular drive

Launching on September 7, the platform is the latest push by H&M into the fast-growing resell market.

In 2019, the group upped its stake in Swedish re-commerce platform Sellpy to become its majority owner, and has since expanded it to Germany, the Netherlands and Austria.

The group has also launched initiatives in rental, repair and re-commerce in recent years.

“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 Geraldine Maunier-Rossi, head of marketing for H&M Canada.

Features of the new platform include the ability to search H&M products directly by putting in the product number found on the care label; picture retouch on all listings to create “a premium visual experience”; and a price recommendation algorithm to help sellers optimize their chances of successful selling.


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Anishka is a student passionate about the English language, the world of words and communication overall. She currently is learning SEO copywriting, UX writing and the Adobe Suite software.She loves expressing ideas through words and photographs; writing punchy intense poetry, watching artsy films, ... read more


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