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Report: H&M aims for circular business model

Swedish fashion chain H&M Hennes & Mauritz AB said it aims to achieve a 100% "circular" and renewable business model, WWD reported May 16, citing a statement from the company's environmental sustainability manager Cecilia Brännsten.

However, Brännsten said the company has not yet set a timeline or plan for how it will achieve a circular business model.

Meanwhile, the casual fashion chain is set to roll out its Take Care pilot program in a bid to extend the longevity of its products. The company said the pilot program, which has been tested in Germany, aims to "inspire customers to maintain their love affair with their clothes."

The program will include tailoring services from H&M.

The pilot program and the circular business model are some of the fashion retailer's steps toward achieving sustainability.

In April, H&M announced that 35% of its production materials in 2017 were either recycled or sustainably sourced. Last year, it invested $2 million in online store Aday, which sells sustainable clothing for women.