H&M on Circular Business Models
The session was led by Sofia Måhlen, Team Leader within H&M's Circular Business Models team and Unal Aytug, controller at H&M, who shared how H&M is actively rethinking fashion's lifecycle by embedding circularity into its business strategy, not only as a sustainability initiative, but also as a value-creating opportunity for both the company and its customers.
The discussion centered on how H&M aims to maximize the lifetime of garments by providing customers with easy access to second-hand pieces, while also enabling the company to grow in the circular category.
Students were then introduced to case work based on H&M's resell model, where they were asked to reflect on how H&M Pre-Loved can be further developed to align with evolving customer needs and circular business growth.
Thank you to Emma Hüll for organizing and to Sofia and Unal for an inspiring session on how H&M integrates sustainability, innovation, and business logic to shape the future of retail in a circular economy.
Mika Gedin, Key Account Manager, H&M Retail Club 2024/2025