May 28, 2021
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H&M Group's Singular Society widens access after successful soft launch

May 28, 2021

Singular Society, the newest brand in the H&M Group universe, has moved beyond its soft launch phase “and is now available for everyone to join”, the Swedish fashion retail giant said.

Singular Society

The operation, which launched last autumn, is based on a subscription business model and offers its members “a carefully curated assortment of high-quality, responsibly-made home and wardrobe essentials”.

At its debut, it was a first-of-its kind venture, offering those who signed up “access to uncompromised life essentials at the price of what they cost to make”.

Along with Afound, Itsapark, Treadler and partly-owned Sellpy, it’s part of H&M Group’s newly-established Business Venture unit that’s focused on “business models, ventures and partnerships [that] are developed to contribute to sustainable growth”.

The company said that in the months since its debut, it has had a waiting list in place and new members have been accepted gradually based on when they signed up.

It added that its mission is to “democratise premium quality without traditional mark-ups, and in this way enable responsible consumption to a wider audience”.

The company is currently shipping to the EU only and also has a flagship store at Gamla Brogatan 28 in Stockholm, Sweden.

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