Global fashion brand H&M has selected Bleckmann, a leading provider of end-to-end logistics solutions, to handle the online launch of its Pre-Loved Archive collection. This series of limited-edition re-releases celebrates twenty years of H&M designer collaborations, offering shoppers the opportunity to purchase iconic pre-loved items from the brand’s back catalogue – including collaborations with Karl Lagerfeld, Versace, Kenzo and many other well-known fashion houses.

Circular solutions, sparkling results

Following a global in-store launch, the Archive Pre-Loved collection was recently released online in Europe on HM.com. And Bleckman’s expertise in fashion logistics was vital to making this ambitious initiative a reality. Working closely with the operations and sustainability teams at H&M, Bleckmann’s circular fashion experts, created a bespoke renewal solution. This proprietary process enabled them to restore a wide selection of the Pre-Loved garments, ready for resale on H&M’s e-commerce site.

A streamlined renewal process

Once the garments arrived at its distribution centre in Almelo, the Netherlands, Bleckmann handled the entire renewal and distribution process. This included grading, cleaning, invisible mending, product photography and inventory management. “Working closely with H&M, we tailored the renewal process to meet the unique requirements of this exclusive collection,” said Hans Robben, Programme Manager for The Renewal Workshop at Bleckmann. “Our streamlined process enabled the team to get all the items ready for sale in just eight weeks.”

End-to-end logistics

The Renewal Workshop’s data-rich tracking capabilities simplified integration with H&M’s e-commerce platform. “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,” said Taylor Hill, Senior Manager for Circular solutions at Bleckmann “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.” In addition to cleaning and repairs, Bleckmann handled distribution to H&M’s customers across Europe through its extensive network of transportation partners.

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

Embedding circular business models

The Pre-Loved Archive campaign is Bleckmann’s second collaboration with the H&M Group to promote circular fashion, following its partnership with H&M’s COS brand. COS Restore, the brand’s range of pre-loved clothing, is currently available in locations across Europe. To meet the growing demand for circular solutions in the fashion and lifestyle industry, Bleckmann is investing in the expansion of its Renewal Workshop offering. “The aim is to have a Renewal Workshop in every region where we’re active,” concluded Hans. “The recent acquisition of the Spanish fashion logistics experts B2Tex will also be a valuable addition to our renewal capabilities.” 

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Following a recent decision by

One of the reasons that Zalando grew big in the past couple of years was their flexible return policy (free up to 100 days). Another was no charge of shipping costs. However, German retailers seem to have moved back from those standards. Spaniards, Irish and British customers will now have to spend more than €25 in order to avoid spending approximately €3/€3.50 on delivery costs. In Italy, the company has already started to charge for delivery.

Zalando changes the rules, again

According to the fashion platform, there are no plans to charge shipping costs in other countries yet. Els Breugelmans, an expert in e-commerce, believes that there is a turning point in terms of free shipping. She also finds it typical that Zalando, the company that has changed the rules of the game in the sector, is changing the rules again.

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H&M, a clothing retailer with shops present in over 70 countries globally, decided that free shipping is unsustainable for profitability. In sixteen of the countries that the retailer operates in, H&M has introduced a loyalty membership. However, they have now started introducing a minimum order amount for their members if they want free shipping.

The H&M Membership programme has two levels, basic- and plus-member. Based on how many points a customer has earned during the past year, they will be split up in either one of them. In the UK, basic members will have to spend at least £20 in order to receive free shipping (or free click and collect). In Germany (€22) and Sweden (200 Swedish Crowns), this minimum order level is equivalent.

Must have for customer experience

Free shipping used to be a must-have customer experience for retailers, not only on their own platforms but on marketplaces as well. However, profits are tightening and costs are continuously increasing for retailers. It is therefore very likely that other sellers and brands will follow H&M by limiting free shipping (either economy or express) and start tying minimum sizes to orders.

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Klarna’s single technological platform will enable an end-to-end customer journey across all H&M channels. This will include in-store, mobile and online payments, simplified deliveries and returns and the flexibility to decide how and when to pay including the popular ‘try before you buy’ Pay later service. All of these will be integrated into the next generation of the H&M app and H&M Club. The changes will be made for all markets H&M is active in, starting with the United Kingdom and Sweden in the first phase. This phase is expected to go live in 2019.

Furthermore, H&M group will make an investment in Klarna.

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