Fashion brands launch own resale platforms to capture secondhand market growth

Industry

โดย Fortune·

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Summary · why it matters

Major fashion brands including Zara, H&M, Lululemon, Levi's, and REI are launching their own resale platforms to sell secondhand versions of their products alongside new ones, seeking a share of a global secondhand apparel market projected to reach $393 billion by 2030. The U.S. resale market is expected to hit $78.8 billion by the end of the decade, growing nearly four times faster than overall retail clothing sales last year. H&M reported that resale represented 0.8% of its 2025 turnover, with revenue reaching SEK 1,844 million, a 31% increase from the previous year. Brands are motivated by both sustainability goals and competitive pressure, as resale has largely occurred on third-party platforms like eBay, Poshmark, Depop, and The RealReal. By operating their own marketplaces, companies aim to control the customer experience, strengthen loyalty, and capture revenue throughout a garment's life cycle.

H & M Hennes & Mauritz AB (publ) ▲

Industria de Diseno Textil SA ▲

Levi Strauss & Co Class A ▲

Lululemon Athletica Inc. ▲

Impact on stocks 6

Consumer Discretionary▲ · 6 stocks

H & M Hennes & Mauritz AB (publ)

▲ PositiveDemandrelevance

H&M reported resale revenue up 31% and is launching its own platform.

Industria de Diseno Textil SA

▲ PositiveDemandrelevance

Zara's parent launching its own resale platform to capture secondhand market growth.

Levi Strauss & Co Class A

▲ PositiveDemandrelevance

Levi's launching its own resale platform to capture secondhand market growth.

Lululemon Athletica Inc.

▲ PositiveDemandrelevance

Lululemon launching its own resale platform to capture secondhand market growth.

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Off-coverage companies 1

Recreational Equipment, Inc. (REI Co-op)Private± Mixed

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