With more than 73% of textiles ending up in landfill or incinerated each year, Ganni aspires to close the loop and create circular business opportunities. Resale is expected to be worth $84 billion by 2030, but to have a tangible environmental benefit, resale must replace new clothing production. This means brands must integrate resale into their business models; yet, they face challenges in accessing inventory and ensuring authenticity and quality. There is also competition from well-established third-party marketplaces, so brands such as Ganni need to consider innovative approaches that meet customer expectations. 

In partnership with Reflaunt, Ganni is offering a blended approach to resale in recognition of the fluidity in the way consumers want to buy and sell pre-owned items. Ganni has set up a peer-to-peer platform, currently available for the UK and Scandinavia, as part of its circular digital offering Ganni Repeat, and created a Smart Button under the ‘My Account’ section of the website. This allows customers to resell Ganni through a network of second-hand marketplaces, as well as Ganni Repeat. Sellers set their price and once sold can choose to receive payment via bank transfer or credit with an additional 20% value for new Ganni purchases. With each sale, Ganni receives a 15% commission. Ganni is also piloting a second-hand concept in their Postmodern store in Copenhagen, allowing customers to trade in pre-owned Ganni for a gift card and browse second-hand items in person. 

Choosing a peer-to-peer approach allows Ganni to foster a greater sense of community, while also eradicating some of the logistical and operational requirements, as sellers are in charge of listing and shipping all items. 

Founder Nicolaj Rettstrup noted the ultimate objective is to make the experience “so seamless you don’t even notice you made a responsible choice”. Resale is still very much in its experimental phase and needs to scale to have a tangible impact, with the goal for 2022 being to expand to new markets. By 2025, Ganni aims to generate 5% of sales from responsible business models.

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