How M.M.LaFleur Boosted their Annual Revenue 3% from their Resale Program in the First Year

  • 1,000+ listings in the first week
  • 91% all-time Sell Through Rate
  • Boosted annual revenue 3% in launch year
  • 71% of sellers choose store credit
  • Sellers spend 3X their credit price on their next purchase

Why M.M.LaFleur Chose Archive

M.M.LaFleur was the first brand to go live with Archive’s resale technology in the Spring of 2021. Second Act was launched out of a desire to address the environmentally damaging reality that 84% of unwanted clothing—particularly clothing that is donated—ends up in landfills. The brand wanted to offer their clients a trusted resource that allowed them to seamlessly clean out their closet and ensured their clothing remained in wear and out of a garbage truck. Priding themselves on crafting clothing that is made to last, M.M.LaFleur tapped Archive to design and develop a peer-to-peer marketplace that allows sellers to list items for sale without hassle, and earn cash (70% of sale price) or store credit (100% of sale price) when items are sold.

Within the first week of launching the marketplace, Second Act had received 1000+ listings—boosted by an engaged email database full of brand-loyal shoppers. Demand has remained strong over the course of the year since launch: Second Act achieved 44% sell through rate during the launch month, and 91% sell through rate since the program’s inception. Archive provides the M.M.LaFleur team real-time data in their custom dashboard, ensuring the brand has first party insight into customer acquisition and retention, buyer preferences, and purchasing and pricing trends.

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The Story Behind Second Act

The ability to customize the look and feel and functionality of the website was a primary requirement for M.M.LaFleur. Archive’s design team prides itself on creating authentic, beautiful resale experiences that stay true to the brand across all user touchpoints, and brands provide creative feedback throughout the development phase.

Creating a seamless resale experience for both buyer and seller was also important to the brand. Archive can quickly import product data from any source, normalize that data, and auto-fill fields and images when sellers are listing items, easing the burdens often associated with listing an item for resale on traditional marketplaces. Our image enhancement tools also ensure a cohesive look and feel to images, ensuring an authentic and on-brand look and feel.

The M.M.LaFleur team also appreciated that no development work was required on their end; Archive’s technology team handled all aspects of the build and implementation, which was key to getting to market on a short timeline.

“Archive continues to provide expertise in the evolving resale market, launching new features and strategies to ensure we’re continuously improving the experience for both our buyers and sellers.”

- Kate Katie Twidwell, VP Operations at M.M.LaFleur
Get in Touch

At Archive, we partner with brands to build programs that meet their unique business objectives. Whether you already have a vision or are just starting to think about circularity, we’d love to hear from you!

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