Lindex, a Swedish retailer, has announced that it will test a new circular business model with its consumers, marking a significant step forward in the fashion company's circular transformation and sustainability commitment.

Lindex has established a take-back scheme for its baby and children's apparel as part of the trial, where consumers may mail-in items and earn a reward. The items will thereafter be offered in a few chosen Lindex stores around Sweden.

The pilot was launched as part of the Switching Gear Project with Circle Economy with the goal of creating a simple, playful, and accessible concept.

Lindex is also experimenting with a new circular strategy that is linked to its existing textile line in-store. Selected feminine pieces that have been turned in by consumers will be offered in the newest Lindex shop in Oslo Byporten, in partnership with a local partner in Norway.

In addition to providing consumers with new sorts of services, the pilot provides Lindex with important information on how to grow the business model worldwide and enhance assortment design for long-term success.

Head of Sustainability at Lindex, Anna-Karin Dahlberg, said the environment will not wait, and conserving natural resources through extending product lifetimes is one of the most essential things they can do for our future. Many clothing nowadays spends most of their lives hanging in a closet, unused. They aim to promote and make it easy for their consumers to participate in the transformation at Lindex.

Anna added with their second hand, they can offer their consumers the option of both donating and purchasing previously used items. It's a cyclical business strategy that extends the life of its garments and sharpens its overall offering to suit the requirements of its clients, both now and in the future. It's a win-win situation for both their consumers and the environment.