Danish women’s fashion brand Ganni has set up a resale platform where customers can buy and sell used fashion items.
The platform was initially deployed in the UK, Denmark, Norway and Sweden, with plans to expand to other markets at a later date once the project has been tested.
“At Ganni we believe that responsibility is a prerequisite for the future of business,” brand founder Nicolaj Reffstrup said in a statement.
The new platform follows the launch of Ganni Repeat in 2019, an initiative by the brand to explore circular solutions for the fashion industry. Ganni already offers return systems, rental and repairs.
“Our community has a very fluid attitude towards their wardrobe, so we offer them multiple ways to rent, return, resell, wear and own Ganni. And we’re determined to make this so seamless that you don’t even realize you’ve made a responsible choice,” added Reffstrup.
Ganni x Reflaunt
The Copenhagen-based company has teamed up with resale-as-a-service (RaaS) company Reflaunt for the new platform.
Reflaunt has been at the center of the burgeoning resale industry since its inception in 2018, and has partnered with notable fashion houses such as YNAP and Harvey Nichols.
The London-based company claims to have more than 25 resale marketplace partners and more than 50 million second-hand customers worldwide.
Last year, Reflaunt raised $2.7 million in a pre-Series A funding round led by investment arm MadaLuxe Group.
This translated article originally appeared on FashionUnited.uk.