H&M launches Sellpy in Netherlands and Austria


H&M has launched Sellply Sweden’s largest second-hand platform in two new markets – Netherlands and Austria.

After launching in Germany in June 2020, the Swedish fashion giant has taken the next step on its international journey and brought the second-hand fashion platform to second hand lovers, thereby making second-hand shopping even easier and to inspire more sustainable consumer behavior.

Sellpy which is the digital equilivalent of flea markets has been around since 2014 and has been offering fans of second hand fashion the opportunity to shop as well as to sell their own pieces. The online platform has around 200,000 products on offer, from fashion (mostly high-street and Scandi brands) to jewelry, toys and interiors to electronics or even (unopened) beauty items.

The only difference however is that the platform handles the entire sales process, ie customers can send the items they no longer need directly to Sellpy, where they are – if they are in good condition – photographed, described and priced. If sold 40 percent of the sales proceeds goes to the seller. Sellpy also handles the recycling process of the items that cannot be sold.

Due to Sellpy’s unique circular business model, which perfectly aligns with H&M Group’s vision to become fully circular, the Swedish retailer invested in it in 2015. Over the years H&M has consistently joined all investment rounds through its investment branch CO: LAB and has become a majority owner, with an approximate 70 percent stake.

‘We see a steady growth in demand for sustainable consumption, where second-hand is a great option. Every garment bought pre-owned saves resources for our planet. It’s therefore very exciting that we continue to grow and empower more customers in Europe to live circular,’ Michael Arnor, CEO of Sellpy said in a press release.

‘We see that the awareness and demand for sustainable fashion is increasing among our customers. We are therefore very happy that with Sellpy we now also offer a platform in the Netherlands where customers can buy second-hand fashion and sell clothes, thus extending the life span,’ said Susan Krau, country manager H&M Netherlands.

‘We’re excited about Sellpy’s continued international expansion which we support with our investment and strategic partnership. We truly believe in the entrepreneurs and team behind Sellpy and their unique circular business model, which perfectly aligns with our vision to become fully circular,’ Nanna Andersen, Head of CO:LAB H&M Group added.

Sellpy is open for business in Netherlands at sellpy.nl and in Austria at sellpy.at

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