Swedish retail giant, H&M will be launching its own second-hand clothes website in Canada next month as it continues to extend its footprint in the booming resale sector.

The new H&M Rewear platform, backed by London-based Resale-as-a-Service (RaaS) technology startup Reflaunt, is a "one-stop digital customer to customer (C2C) resale destination."

Customers in Canada can buy and sell pre-loved fashion goods, and interestingly, any piece of apparel from any brand, not only H&M, can be added to the site.

H&M Canada's country manager, Frederic Tavoukdijian, said that they aim to give a place for Canadians to become active participants in circularity and find new homes for clothing from any brand in their wardrobe. H&M Canada will be the first market to introduce Rewear because it is a Canadian initiative.

The platform, which will be launching on September 7, is H&M's latest foray into the fast-growing resale industry. In recent years, the company has introduced rental, repair, and re-commerce activities.

Geraldine Maunier-Rossi, H&M Canada's head of marketing, said that they believed it was necessary to provide a second option for their consumers to recycle their clothing, even though they offer garment collection in their stores,” said.

The new platform includes the ability to search H&M products directly by entering the product number found on the care label; picture retouching on all listings to create a "premium visual experience"; and a price recommendation algorithm to help sellers improve their chances of selling successfully.