H&M Subsidiary to Start Trialing Secondhand Sales Next Week
Next week, Swedish brand & Other Stories will become one of the first large European retailers to climb aboard the juggernaut that is the fashion resale market. In five years’ time, the total market for secondhand will have doubled to $51 billion, this year’s report from U.S. secondhand specialist ThredUp predicted. Secondhand could eventually outpace fast-fashion sales and brands of all kinds have been looking for ways to enter the resale market. A subsidiary of Swedish fashion giant H&M, & Other Stories plans to get ahead of the trend by cooperating with a local resale platform, Sellpy. Come Monday, the brand will be claiming a dedicated section of Sellpy’s web site — a “shop within a shop,” as & Other Stories boss Sanna Lindberg describes it — in which used & Other Stories garments will be offered for sale by private individuals. Sellpy will take care of the administration and & Other Stories will work on marketing the project, encouraging customers to recycle and buy on Sellpy via social media and the Swedish retailer’s own web site. In Sweden, Sellpy — originally called “Sell Help” — works a little like ThredUp: customers order an empty bag from the platform, fill it with secondhand items,
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