H&M ‘Game Changer’ Sofia Måhlén: “Pre-loved decouples the growth of our business from resource use”

Did you know that H&M Group has its own second-hand platform? The fashion giant owns a majority stake in Sellpy, a Swedish marketplace it has been investing in since 2015, but is also expanding H&M Pre-loved to more stores. Sofia Måhlén, Circular Business Models Lead, explains how second-hand ties into H&M’s sustainability strategy.

In April, the Swedish fashion concern organised the Change Makers Event 2025 in Stockholm to elaborate on its sustainability initiatives, strategy and progress. At the event, RetailDetail spoke to several of those “change makers” within the H&M Group.

S.M.: “We are still here to liberate fashion for the many and our goal is to prove that there is no compromise between exceptional design, affordable price, and sustainable solutions. But we also see that our customers’ needs and expectations are changing. By giving customers access to customer-facing circular business models, such as services and guidance that help to extend the use of products, we contribute to new, more resource-efficient revenue streams, reduce waste, and maximise the value of the materials we use.