How H&M is facilitating bringing its Pre-Loved Archive to the masses

In celebration of 20 years since H&M’s first creative union with Karl Lagerfeld, H&M launched the Pre-Loved Archive collection. For those who didn't get a chance to snap up their favourite designer collaborations at launch, now was their time. But how was the global fashion brand facilitating and distributing the collection of pre-loved clothing online? Bleckmann.

This series of limited-edition re-releases offers shoppers the opportunity to purchase iconic pre-loved items from the brand’s back catalogue including collaborations with Karl Lagerfeld, Versace, Kenzo and more.

But the ambitious task at hand was enormous. How was H&M going to facilitate the collection, restorations and distribution of pre-loved garments? The global fashion brand selected Bleckmann, a leading provider of end-to-end logistics solutions, to handle the online launch of its Pre-Loved Archive collection.

Bleckmann created a bespoke renewal solution including providing restorations to the garments and getting them ready for resale on H&M.com. Once the garments arrived at its distribution centre in the Netherlands, Bleckmann got to work on grading, cleaning, restoring, photographing and inventory managing.

"Working closely with H&M, we tailored the renewal process to meet the unique requirements of this exclusive collection. Our streamlined process enabled the team to get all the items ready for sale in just eight weeks", said Hans Robben, Programme Manager for The Renewal Workshop at Bleckmann.

The Renewal Workshop’s data-rich tracking capabilities simplified H&M’s e-commerce platform integration.

Taylor Hill, Senior Manager for Circular Solutions at Bleckmann, commented: "We attach individual SKUs to each item to store key information such as the product’s style and size, and what repairs have been carried out. This allows us to track the status of each garment internally and it helps H&M to populate its product description pages, providing its customers with full transparency."

Not only did it tackle repairs, Bleckmann also handled distribution to H&M’s customers across Europe through its extensive network of transportation partners.

Linn Af Klint, Head of Circular Business Models for H&M, added: "Bleckmann’s expertise in reverse logistics is a great fit for our Pre-loved Archive campaign.

"Their reach across the EU, advanced capabilities in handling single SKU inventory and optimising the recovery process of pre-loved pieces to ensure that each item retains its highest value and finds a new owner. This collaboration strengthens our commitment to sustainability and innovation in the fashion industry, making it easier for customers to access and appreciate high-quality, second-hand garments."

This follows the logistics provider's first collaboration with the H&M Group. With the help of Bleckmann, COS launched the circular supply chain, Restore, to focus on repairing and re-purposing damaged clothing. This fashion initiative is an important milestone in the fashion brand’s ‘omni-circular’ strategy, which ensures the longevity of garments and helps to reduce clothing from ending up in landfill. In 2023, COS announced the extension of its partnership with the logistics provider after a successful one-year pilot.