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Published
Aug 17, 2021
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H&M launches Rewear resale site for shoppers, Canada is debut country

Published
Aug 17, 2021

H&M Canada has announced a new resale platform for shoppers “that will give a second life to their favorite styles and lead the way to a more sustainable future”. It will be the first country to launch the new initiative.


H&M Rewear



H&M Rewear is a one-stop digital customer-to-customer (C2C) destination for consumers in the country to buy and sell any piece of clothing from any brand. It’s powered by Reflaunt, a “disruptive” Resale-as-a-Service (RaaS) technology company.

Launching September 7, the company said it “will push circularity and help close the loop leading to a more sustainable future, one of H&M's top priorities”.

Frédéric Tavoukdijian, Country Manager of H&M Canada, added: “We felt it was important to be inclusive of all brands 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.”

Sellers will be able to search H&M products directly by putting in the product number found on the care label, which then will give them access to pictures, descriptions, and colour from previous seasons through the H&M search bar. 

Meanwhile, H&M Rewear “will offer first picture retouch on all listings, creating a premium visual experience”. It will also advise sellers on prices through its price recommendation algorithm.

The company will offer its sellers two ways of receiving payment, either direct deposit or receiving an H&M Gift Card with an added 20% value that can be redeemed at H&M online and in-store. There will also be the opportunity for loyalty program members to resell their past purchases in one click through its “smart button”.

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