H&M Testing Clothing Rental at New Flagship

Jamie Grill-Goodman
Editor in Chief
Jamie goodman

For the first time, H&M shoppers have the opportunity to rent clothing, including bridal dresses.

The retailer’s Sergels Torg flagship store in Stockholm, Sweeden, has reopened after a major refurbishment, offering its new rental service, along with a repair service, extended opening hours and coffee trolley. There are also self-service checkouts and screens throughout the store showing H&MxME images from H&M customers’ own fashion stories.

The H&M Beauty Bar by Dashl in the store is also new, where customers can book in to get their hair, nails and make-up done already from 7:30 am on weekdays. 

Rental Service

The store offers members of H&M’s customer loyalty program the possibility to rent selected skirts and dresses from the Conscious Exclusive collectionsMembers will be able to book a time at the rental space where a stylist treats them to a personalized experience, helping them select pieces they can rent for a week. Members can rent up to three pieces a time at a cost of around 350 Swedish kronor (about 36 U.S. dollars) per piece.

Party dresses and skirts from the 2012-2019 Conscious Exclusive collections are available. In addition, the rental space offers a few unique pieces designed with inspiration from this fall’s Conscious Exclusive collection.

All made from more sustainable materials, the Conscious Exclusive collections are recurring collections at the forefront of H&M’s sustainability work. To further inspire customers to reuse and recycle, the store also offers repair services with an atelier where customers can get their clothes mended or upgraded. 

“We are really excited to try out rentals for the first time and inspire our customers to look on fashion in a circular way,” the retailer said in a press release. “Our Conscious Exclusive collections are made from sustainably sourced materials, so we feel they are perfect to kick off this trial with.

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