H&M deepens circular partnerships with online startups Sellpy and Repamera
”It is easier to repair and customize clothes than to buy new ones,” says Repamera’s CEO Henning Gillberg.
2 Dec 2020

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.