H&M has launched a new Pre-Loved initiative in selected physical stores across nine cities, including Copenhagen. “We see huge potential in resale,” says Sofia Mählen, Project Manager Lead for New Development at H&M Group.

Q&A med Sofia Mählen

Project Manager Lead for New Development at H&M Group.

How will you measure the success of H&M’s new Pre-Loved initiative in the Amagertorv store?
One key indicator is sales. If customers come into the store and buy from the pre-loved section, that’s a clear sign of success. We also work closely with in-store staff and customer feedback to understand what works, from the product selection to presentation and design of the pre-loved area.

What does collaboration with companies like sellpy look like in practice?
Our H&M Pre-Loved team selects second-hand items from Sellpy that we believe will appeal to customers in each city. The assortment is curated based on trends, seasonality and timeless pieces like denim, leather, and premium accessories. The selection is regularly updated.

How have you seen the growing focus on circular fashion impact your work?
We see growing interest and expectations from our customers, especially Gen Z and Millennials – 62% of whom say they look for second-hand options before buying new. In Europe and the US, second-hand is becoming a natural part of consumer behaviour. In 2024, H&M Group reported resale as part of our turnover for the first time. The figure was 0.6%, which may seem small, but it’s double the 2022 figure. We see immense potential in resale and are focusing on more circular initiatives to grow this share.

How can second-hand and novel items coexist in the same store – and what challenges or opportunities come with that?
Our goal is to make second-hand accessible, fun, and inspiring – not just for vintage enthusiasts. Displaying pre-loved items alongside new collections encourages people to explore second-hand even if they didn’t plan to. We believe our customers enjoy mixing new and second-hand.

How are you working to strengthen resale in the future?
H&M Pre-Loved is one of several circular initiatives we’re working on this year to boost resale. We want to make it easier for customers to care for, reuse and recycle clothing through services like Sellpy and H&M repair stations. Currently, H&M Pre-loved is available in nine cities, including Stockholm, Paris, New York, London, Copenhagen, Berlin, Barcelona, Amsterdam, and Antwerp. In 2025, we opened in Berlin, Barcelona, Antwerp and Copenhagen – and we plan to expand into 11 additional countries this year.