Brands Are Finally Bringing Resale Into Stores

In the last five years, dozens of apparel brands have rushed to set up online resale sites. Today, more fashion players are making secondhand a bigger part of their in-store experience, too.

In April, Pacsun brought its resale concept, PS Vintage, to 16 of its retail stores across the U.S. The concept, which is located in a separate part of the floor from full-price merchandise, has already seen a 20% sell-through rate in top-performing stores, the brand told Modern Retail. Meanwhile, Faherty, which launched its resale program Second Wave online in 2023, is installing a secondhand shop-in-shop at its Williamsburg, Brooklyn location this summer. The assortment will largely include staple pieces, like hoodies and shorts.

Branded resale — or, resale controlled by a brand, rather than a peer-to-peer website, like Poshmark or Depop — has become a popular way for retail companies to participate in the burgeoning secondhand economy. Rhone, Brooks Running, Béis and Lovevery all launched resale programs in the last few years. However, most of these initiatives have been online, with the exception of pop-ups for occasions like Secondhand September or festivals like SXSW. Now, more brands, having cracked the code to online resale, are looking to bring that experience into their stores.

Continue reading this article on modernretail.co. Sign up for Modern Retail newsletters to get the latest on the shifting dynamics between retail’s old and new guards.