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Faherty Brand’s resale program, Second Wave, is gaining meaningful momentum.
What began as a peer-to-peer pilot in 2023 has steadily evolved into a multi-channel resale ecosystem - including brand-direct inventory, customer mail-ins, and, most recently, in-store trade-ins across 10 locations.
Through the new pilot, customers can bring gently-worn Faherty pieces into participating stores and receive $15 in credit for each item accepted. Items that meet quality standards are sent to TERSUS Solutions to be cleaned and listed on Faherty’s Second Wave resale site. Pieces that don’t make the cut are responsibly recycled, ensuring nothing goes to waste.
The response from store teams has been enthusiastic. “The first day the initiative went live, we already had a couple of stores reach out,” shared Lisa Diegel, Faherty’s Director of Sustainability. “We’ll probably build out a schedule starting early next year to roll out [this program] to the rest of our stores.”
The results from Second Wave underscore the strategic value of branded resale.
In its second year, the program generated $1.2M in GMV and is on track for 40% year-over-year growth by the end of 2025. Notably, 26% of resale customers are new to Faherty, and many of these shoppers go on to purchase full-price items - a clear signal of resale’s role as a powerful acquisition channel.
For Faherty and Archive, in-store trade-ins are the next step in building a more seamless and scalable resale experience.
“Expanding into stores makes resale even more accessible, while keeping more quality pieces in circulation,” said Emily Gittins, Archive CEO and Co-Founder. “With each new channel, the circular model grows stronger.”
Faherty’s expansion demonstrates how integrating resale into existing retail touchpoints can drive growth, engage new audiences, and keep products in use longer. It’s a playbook that’s gaining traction across the industry - and one that continues to prove its business impact.
