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Houdini’s new circular retail concept, which launches on 28 September, will give customers a choice on how to access their garments. This ranges from either renting apparel or taking out a subscription to purchasing new or purchasing second-hand hand items. Plus, there are options to purchase remade pieces or trade in garments for other Houdini pieces at the same venue.

Houdini explains its circular retail concept features its first outdoor apparel subscription service which will enable users to sign up for seasonal groupings and swap items in-store.

The company adds the monthly subscription has been timed to coincide with the autumn, winter, spring and summer seasons and is priced between SEK450-700 ($40 to $65) per month. The starter subscription includes a base package of a jacket, a mid-layer and bottoms, but subscribers can add more pieces if they wish.

Houdini hopes to launch a similar subscription service in the US next year.

Houdini CEO Eva Karlsson says: “If we truly want to change our industry, we have to provide alternatives to the current state and make sure these alternatives are accessible to everyone.”

She continues: “We have provided rental and repair services and second-hand sales for more than a decade. With Houdini Circle, we bring this concept to consumers at one venue, giving them autonomy on how they want to access, shape and curate their wardrobes. This is a critical and reimagined business model that we hope to expand globally.”

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Houdini is establishing a new business model with a pricing structure that reflects its new in-store options with support from The Boston Consulting Group.

Houdini points out its new store concept is reflected in a creative campaign that asks people to: “Get rid of your ex; Find the love your life; or Date someone new every week.”

Ahead of Climate Week NYC and fashion weeks in New York, London, Milan and Paris, Houdini is also encouraging attendees to minimise their wardrobes in an attempt to fight overconsumption.

First launched in 2022, Houdini points out that its “Live Large with Less” programme challenges people to downsize their wardrobe, focusing on finding joy in owning less. The company believes its circularity platform facilitates this vision by putting the user and their needs at the centre of the retail experience.