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H&M is to pilot its first clothing rentals service at its Stockholm flagship store. Due to open at the end of November, the newly refurbished Sergels…

FASHION

H&M to trial fashion rentals service at Stockholm store

29 October, 2019 | by Angela Beevers

H&M is to pilot its first clothing rentals service at its Stockholm flagship store.

Due to open at the end of November, the newly refurbished Sergels Torg shop will offer members of the retailer’s loyalty programme the chance to rent a range of party dresses and skirts from Conscious Exclusive collections dating as far back as 2012. All items in the Conscious Exclusive collections are made from more sustainable materials.

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Pascal Brun, head of sustainability at H&M, said: “We have looked at clothing rental for quite some time and are so happy to for the first time soon offer fashion fans the possibility to rent some stunning pieces from our Conscious Exclusive collections. We look forward to evaluating this as we are dedicated to change the way fashion is made and consumed today.”

Users of the service will be able to book a time with an H&M stylist who will help them choose items they can then rent for a week. Members can rent up to three pieces at a time at a cost of around 350 Swedish kronor per item.

To encourage more customers to reuse and recycle, the store will also offer repair services with an atelier where customers can get their fashion items mended or upgraded.