🇩🇰 Du finder den danske version af denne artikel her.

“For H&M, Copenhagen is an important city. It is a city known for its visionary style, with a strong focus on sustainability – which makes Copenhagen the perfect place for our Pre-Loved initiative.”

This is according to Sofia Mahlen, Project Manager for New Development, H&M Group, in connection with H&M’s launch of an exclusive second-hand concept in Denmark.

From May 15th, customers shopping at H&M’s flagship store at Amagertorv in Copenhagen will also be able to shop carefully selected second-hand items, curated specifically for the Copenhagen audience.

This happens as part of the launch of the circular initiative H&M Pre-Loved, which will now be a permanent part of the store.

In short, H&M Pre-Loved is a second-hand concept where H&M’s design team selects pre-owned items in collaboration with partners such as Sellpy. The selection consists of unique finds and past designer collaborations, H&M Group brands, as well as popular high-fashion labels. Every single second-hand item in Copenhagen is handpicked.

Karen O’Rourke from H&M Nordics continues:

“We are incredibly excited to finally launch Pre-Loved in Copenhagen. As part of our flagship store, it is a strong example of how our products and customer needs help shape the new store experience. With this initiative, we offer an integrated shopping experience that makes it easier to embrace second-hand fashion while expressing personal style. It’s no coincidence that Copenhagen is one of the first cities in the Nordics where you can find this specially curated second-hand universe.”

Sofia Mahlen adds:

“For H&M, Copenhagen is an important city – as one of the Nordics’ ‘fashion capitals.’ It’s a city known for its visionary style, with a strong focus on sustainability – which makes Copenhagen the perfect place for our Pre-Loved initiative. We’re very excited to bring this concept to Copenhagen’s fashion-conscious community, where second-hand is already a natural part of many people’s wardrobes. We believe our carefully selected range of both classics and unique items will appeal to our customers who want to express their unique style.”

Sofia Mahlen continues, “2024 was the first year that H&M Group measured and reported resale as a share of revenue in their Sustainability Report.”

She continues:

“The share in 2024 was 0.6%, and while this may seem like a small number, it already represents a doubling compared to 2022. We therefore see a huge potential in resale and aim to increase this share in the coming years.”

Marcus Hartmann, Regional Head of Sustainability at H&M, adds:

“Second-hand is one of the fastest growing business areas in the fashion industry and opens up for more sustainable, modern, and personal customer experiences. At H&M, we are actively working to scale initiatives that give our customers access to circular fashion – through reselling, second-hand, re-design, and repair services. By extending the lifespan of clothing, we contribute to reducing our environmental impact and fulfilling our goal of a more responsible and long-lasting fashion industry.”

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