H&M US has partnered with ThredUp to launch its first-ever resale scheme for the US market, known as "H&M Pre-Loved".

The collaboration will enable the retailer to promote circularity and encourage customers to access pre-owned pieces in good condition through ThredUp's Resale-as-a-Service (RaaS) programme.

H&M aims to promote circularity by dismantling linear business models, which are the norm in the fashion industry. The company intends to extend the lifespan of products by introducing a circular business model.

H&M has taken several initiatives towards this goal, including its garment collecting program, launched in 2013, and its digital hub, called "H&M Take Care," which educates consumers on how to care for their garments to prolong their wear time.

In 2019, the company became the majority owner of Sellpy, a second-hand retail platform that has grown rapidly in recent years.