Over the last decade, resale-as-a-service has transformed secondhand shopping into a curated and streamlined experience. While many consumers still enjoy combing through eBay listings or searching the racks of vintage stores, brand-owned resale makes secondhand fashion more accessible for customers who weren’t previously interested in the category. As a result, secondhand apparel sales are booming. In 2024, resale grew eight times faster than the broader retail clothing sector, according to estimates from ThredUp.
At Archive, we’ve helped major global retailers like The North Face and Lululemon build resale businesses that customers trust for affordable, high-quality products from their favorite brands. Now that we’ve cracked the code on apparel, we believe that any made-to-last product with a loyal customer base is well-positioned for resale.
In June, we launched Peloton Repowered, which helps shoppers find great deals on gently used Peloton equipment or sell their pre-loved pieces for cash. A similar model can be applied to other bulky goods like furniture or appliances, which are currently resold largely on platforms like Craigslist or Facebook Marketplace. Those services prevent brands from capturing revenue when their products are resold and from collecting data that can help them better serve customers in the future.
Online marketplaces also don’t suit consumers who are looking for a curated user experience with perks from the brand. Users of Peloton Repowered, for example, get cash for selling their bikes, treadmills, or rowing machines, and receive a discount if they want to upgrade to a newer model.
Retailers that set up brand-owned resale with Archive have the option of flexible formats, including local peer-to-peer marketplaces that allow for in-person pick up. They also have access to features like our chat tool, which allows buyers and sellers to engage in a peer-to-peer resale ecosystem local to their neighborhood. Shoppers can ask questions, coordinate meetups, and filter their online browsing session based on item location. This helps simplify the process of buying and selling cumbersome goods like furniture, musical instruments, or luggage.
Much like clothing, goods such as toys, outdoor gear, and dishware may only serve an individual household during a particular life stage. Resale-as-a-service makes it easy for customers to find a second home for high-quality goods, earn some cash, and shop for something fresh from the brands they love.
We recently announced a partnership with Lovevery, which makes toys from real wood, baby-safe plastics, and other eco-friendly materials. The program will help parents sell the toys their children have outgrown, and find new ones suitable for each stage of life. Families can also choose to donate directly to ParentChild+, a nonprofit supporting early learning in underresourced communities. Like with Peloton Repowered, Lovevery Pre-Loved will create a new secondhand revenue stream for the brand while welcoming new customers to the brand at a lower price point.
Few garments are as treasured as a wedding dress, and yet most gowns are worn only once. Brides are increasingly interested in secondhand or upcycled dresses, which minimize waste and make the purchase significantly more affordable. As more brides approach their wedding wardrobes with sustainability and smart spending in mind, we are excited to be launching with our first bridal brand later this month! While resale in the bridal space has historically been dominated by third-party marketplaces, this bridal brand's approach, combining brand curation with community participation, represents a distinctive, brand-owned strategy.
Expanding brand-owned resale beyond fashion isn’t just a win for brands' bottom lines. Selling secondhand products reduces the need for new manufacturing, lowers emissions, and minimizes waste in every industry. Making that possible in more categories helps create a more circular economy that prioritizes quality and care over disposability.
Archive technology is built to enable scalability, drive conversion, and maximize engagement across consumer categories. Ready to get started? Contact us here.
