

How H&M Group is exploring circular business models in The Fashion ReModel
4 snips Jul 1, 2025
Sara Eriksson, a circular business models expert at H&M Group, teams up with Chloe Holland from the Ellen MacArthur Foundation to discuss innovative strategies in fashion. They dive into the Fashion ReModel initiative, exploring how brands embrace resale, rental, and repair to keep clothes in circulation. The duo highlights H&M's resale platform, Sellpy, addressing the challenges of shifting to circular models in a linear economy. They also touch on the critical role of policy and finance in scaling these sustainable practices.
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Need for Circular Fashion Economy
- The current linear fashion economy is fragile and environmentally damaging.
- A circular economy focuses on using products more and making them from renewable, safe, and recycled inputs.
Fashion ReModel's Circular Focus
- The Fashion ReModel project aims to decouple revenue from production.
- It focuses on scaling circular business models like resale, rental, repair, and remaking.
H&M’s Resale Integration Example
- H&M Group runs Sellpy, a resale platform across 24 European markets.
- They integrate resale and new product sales into a common customer journey in some markets, like Germany and Sweden.