Swedish fast fashion giant H&M has announced plans to open a store selling a collection of second-hand items.

The Götgatan store located in the Södermalm district of the capital Stokholm will offer an assortment of H&M pre-loved, which the company describes as a “carefully curated” selection of second-hand pieces from different brands.

Alongside the launch of its Götgatan store, H&M said it is planning multiple store openings, immersive in-store installations, and a unique pop-up concept that will turn the historic Birger Jarlspassagen shopping centre into a “creative hotspot for fashion, food, and culture.”

The new store will contain integrated smart technology and mobile checkouts, as well as through spacious and welcoming fitting rooms.

In addition to pre-loved items, H&M said the store will sell a curated selection of fashion for women, H&M Beauty products, special collections and accessories.

“In tandem with our exceptional Autumn/Winter collection, we’re elevating the customer experience both digitally and in our newly opened stores in Stockholm,” said Karen O’Rourke, sales manager, H&M Nordics. “Our store in Götgatan is a great example of how our products and customer preferences set the direction for the store experience.”

O’Rourke hinted that the second-hand store concept could be rolled out elsewhere after describing it as no coincidence that the Götgatan store was the “first” to offer H&M pre-loved.

Earlier this month, H&M announced plans to open two standalone flagship stores selling only beauty products as the company looks to expand its reach beyond its core apparel business.

The stores, located in Stockholm, will carry the full line of H&M beauty products including makeup and fragrance as well as over 80 global and Scandinavian beauty brands.

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