Dive Brief:
- Swedish outdoor clothing brand Fjällräven has launched a peer-to-peer resale program in the U.S., per a news release.
- Powered by resale tech company Archive, the Fjällräven Pre-Loved marketplace allows for customers to buy and sell gently used bags, gear and apparel.
- The brand will suggest a listing price based on its condition and original value, and it will provide a pre-paid USPS shipping label for sellers to send pieces to buyers. Sellers can choose between receiving cash or credit toward an online purchase at Fjällräven.
Dive Insight:
Fjällräven’s peer-to-peer resale marketplace “aligns with the brand’s long-standing mission to reduce waste and promote circularity within the outdoor and apparel industries,” according to the brand.
The company has prioritized sustainability and seen a notable increase in product repairs; in 2023, Fjällräven repaired 8,531 items, up from 3,556 in 2021.
“Since 1960 Fjällräven has believed in creating products built to last with sustainability, durability, and timeless design,” Nathan Dopp, Fjällräven CEO of the Americas, said in a statement. “Our commitment to sustainability is not just about minimizing our impact today, but about ensuring that our products continue to serve a purpose for generations to come. Resale is a natural extension of this philosophy.”
The resale market continues to grow in the U.S. Last year, the U.S. used clothing market hit $43 billion, up from about $23 billion in 2018, according to a ThredUp resale report released earlier this year. And the U.S. secondhand market is projected to reach $73 billion by 2028, according to that report.
Demand for used goods is high: Almost 90% of consumers bought or sold used goods in the last 12 months, according to eBay’s 2024 Recommerce Report released in May.
Aside from Fjällräven, other companies have launched their own resale programs, including children’s apparel line Hanna Andersson, apparel brand Faharty, Urban Outfitters and New Balance.
