H&M has decided to test out the booming clothing rental market, allowing access to select shoppers.
The rentals will be offered at the Swedish company’s flagship store in Stockholm and only to members of its loyalty program, Fox News reported.
“We have a huge belief in rental, but we still want to test and learn quite a lot and do tweaks and changes,” H&M Head of Business Development Daniel Claesson said in a presentation at the flagship store, according to Fox.
H&M joins other popular retailers in the rental game including Nuuly, which is offered by the parent company of Urban Outfitters, Anthropologie, Free People and Banana Republic, which launched a service called Style Passport.
By Melissa Klein