H&M deepens circular partnerships with online startups Sellpy and Repamera

Repamera is a Swedish online tailor, repairing and customizing all types of clothing. while second-hand e-commerce Sellpy has been part of H&M Group since last year, also entering the German market earlier this year.

H&M’s already storing clothing collection bins in all of their stores. As of tomorrow, every store in Sweden will carry special bags, as part of the new stations for repair, reuse, and recycle, from the two startups, to help and encourage customers to sell or repair their used goods. 

— Our vision is that it is easier to repair and customize clothes than to buy new ones. This is our absolute biggest step to achieve this! says Gillberg.

Recycle station at one of H&M’s stores in Stockholm.

— With our customers’ increased awareness and demand for services that help extend the life of clothes, we’re really excited to deepen our collaboration with Sellpy and Repamera. We’ve set ambitious goals to become climate-positive and circular. But, to get there we need to bring our customers on the journey as the use phase accounts for 13 percent of a garment’s climate impact. We’re constantly testing new initiatives and scaling up those that work, which means that together with our customers we can reduce the climate impact, says Felicia Reuterswärd, Sustainability Manager, H&M Sweden.

H&M has also launched its own shop-in-shop at, where H&M members get 15% off when they purchase used H&M garments from Sellpy. The same member discount also applies to Repamera’s services.

— Our ambition has always been to make it as easy as possible to sell your items. Being able to offer our bags across H&M’s stores makes our service even more convenient and accessible, says Michael Arnör, CEO and co-founder of Sellpy.


Circular Monday gathers hundreds of companies promoting a better consumption

Last Monday, Swedish founder and organizer Henning Gillberg (pictured) and his global team arranged the event for the fourth consecutive year. This year under a new name.

— Yes, we changed from White Monday to Circular Monday, he tells. That was necessary, but I was nervous about it. 

What do you do?

— Instead of getting discounts on newly produced items, we’ve gathered hundreds of companies that give discounts on rental services, repair services, and second-hand products.

How was this edition?

— Better than expected. We’ve updated our website, so it’s convenient for the regular consumer to find circular companies. We now got a solid technical ground to scale up our all-year-round circular database.

How’s the feedback been?

— People are happy with the name change since it’s much more clear what the day and movement are all about. The reach has been extra big in Finland and Germany.

While the event has grown to over a dozen countries across the world, gathering brands and retailers as well as influencers promoting it, Gillberg is constantly looking to extend the organizer network to expand further.

Finally, what do you say about Black Friday?

— Try circular consumption! You get the same function, but it doesn’t require as much resources from Mother Earth.