New rules in 2020! H&M is set to rent out its clothes for the first time


The first H&M store where fashion fans have the opportunity to rent some stunning garments, including bridal dresses has just opened in Stockholm. The H&Ms Sergels Torg store has been closed to customers for some major refurbishment, and new customers will be met by an entirely new H&M experience.

The store also offers the possibility to not only repair old fashion favorites with extended opening hours, but it also features a beauty bar and coffee trolley. The store is set to become a unique retail space in Stockholm.



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The Sergels Torg store offers an inspirational shopping experience with a curated assortment and an updated interior of warm neutrals, carefully selected materials and lots of greenery. Customers can choose to use self-service checkouts and get inspired by H&MxME images from our customer's own fashion stories on several screens around the store. The store is all about treating customers with something extra.



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Among the new introductions in the store is the H&M Beauty Bar by Dashl, where customers can book in to get their hair, nails and make-up done already from 07.30 am on weekdays. The store also offers members of H&M's customer loyalty program the possibility to rent selected skirts and dresses from our Conscious Exclusive collections.



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"We are really excited to try out rentals for the first time and inspire our customers to look at fashion in a circular way. Our Conscious Exclusive collections are made from sustainably sourced materials, so we feel they are perfect to kick off this trial with", Maria stblom Head of womenswear design H&M.