M.M.LaFleur Opens Peer-to-Peer Resale Service

When we finally reswap our bathrobes for blazers, they may not have new tags. DTC workwear (and jardigan) brand M.M.LaFleur opened Second Act, a peer-to-peer resale shop, last week.

• M.M.LaFleur shoppers can now resell their used clothing for store credit or cash.
• Resale tech platform Archive powers the back-end logistics, including an integration of the brand’s product catalog for listing images.

External validation: M.M.LaFleur founder and CEO Sarah LaFleur told Retail Brew that brand engagement on ThredUP hit an all-time high in January. Poshmark listings for its apparel are up 35%.

Internal benefits: LaFleur told us taking resale in-house will help her brand 1) build loyalty with its top shoppers and 2) own its products’ full lifecycle.

• Early results: Of 1,088 items listed on Second Act in its first week, 296 sold. Every seller chose a store credit over straight cash.

Looking ahead…as secondhand becomes more shoppers’ first choice, LaFleur said she expects more brands will open in-house resale. But she did point out one big exception.

“The world of fast fashion does not create garments that are meant to be worn over time, from either a quality or aesthetic standpoint, so I think there’s a barrier to entry there.”