H&M (Sweden) is launching a new clothing rental service in China for its  Cos brand.

 

Cos is partnering with China’s biggest subscription rental platform YCloset, which boasts over 15 million registered users worldwide, to launch the three-month trial.

 

YCloset’s platform sees users pay a monthly rate, rather than a fee per item, and allows shoppers to buy items at a reduced rate after renting them.

 

In October H&M announced a clothing rental service enabling shoppers to hire selected party dresses and skirts from its sustainable range at its newly refurbished flagship in Stockholm.

 

Items from its Conscious Exclusive collections will be available for H&M’s loyalty members to rent. 

 

H&M said the pilot would allow it to test customer demand for rental services, while fine tuning its business model.