‘Testing new business models is a natural part of Lindex's way of working and we see that secondhand is playing an increasingly significant role in our business. Our pilot so far, where we offer customers to send in outgrown kidswear and baby garments and where the garments are then offered as part in selected stores, has been a successful concept and well-received by our customers. We see a great demand for secondhand among our customers and are therefore happy to be able to sharpen our offer and meet the customer in new ways. Our new pop-up store with secondhand baby clothes will give us valuable insights into how the business model can be scaled up and developed to meet our customers’ needs’ says Caroline Öhgren, Director of Sales at Lindex.
A central part of Lindex's sustainability promise - to make a difference for future generations - is the circular transformation that is an important part of meeting today’s challenges for the climate and lack of natural resources. One of the fashion company’s goals is that the entire assortment will be designed for longevity and/or circularity by 2025.
‘At Lindex, we are in a transformation to a more circular business, where each garment lives longer and we create value and more sustainable growth, while at the same time reducing our impact on the climate and natural resources. With new services and circular business models, we want to make it easier for our customers to make more sustainable choices and broaden our offer. By offering our customers secondhand, they get both the opportunity to hand in clothes that are no longer used and to buy preloved pieces. This way, we can together prolong the lifetime of garments. At Lindex, we also gain valuable insights on how we can develop our products for longevity’ says Annette Tenstam, Strategy Lead Circularity & Environmental Sustainability at Lindex.
The pop-up store opens today, 19 May, in the shopping centre Nordstan in Gothenburg, and will be open until the end of June. The store offers an assortment of baby garments from Lindex's take-back program where customers can send in garments, which the fashion company launched in 2021.