Cos’s new Resell platform gives the brand control over the secondhand market and promotes circularity. But sceptics aren’t sold on the sustainability angle.
H&M-owned label COS has launched Resell, a platform that lets its community of customers buy and sell pre-owned garments.
Launching this month in the UK and Germany, the new resale platform will enable COS enthusiasts to sell pieces from past collections to their peers, while also prolonging the lifespan of their clothes.
With a garment archive that dates back 13 years, the community-curated Resell platform will put the power into consumers’ hands, allowing them to set the price, provide accurate product information and manage postage, similar to other resale apps. To cover operational costs, COS will take 10% commission from each product sold.
Resell is the latest initiative from H&M Group as it continues its ambitions to operate a more sustainable fashion business, and marks the first dedicated platform of its kind from a premium high street label.
Elsewhere, luxury brands and retailers have been exploring Pre-loved Premium, with resale and buy-back schemes to increase customer retention, boost market sentiment and inspire circular retail.