Burnaby Bay stores are part of a new resale platform

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First, H&M launched an e-commerce platform aimed at helping people resell clothes.

Then it was Walmart and Urban Outfitters.

Now Hudson’s Bay Co., which operates stores in downtown Lougheed and Metropolis in Metrotown, is entering the booming resale market through a partnership with Canadian startup Rebelstork Corp. as shoppers increasingly turn to second-hand e-commerce platforms in search of cheaper and greener products.

The deal will give Rebelstork, a managed marketplace for the resale of overstock, open boxes and used baby gear, a link to the department store’s website – Canada’s sixth-largest e-commerce presence.

The startup’s online promotion is also associated with two in-person pilot events. The Bay invites customers to trade in their used baby gear at its department stores in Surrey, British Columbia, and Mississauga, Ontario on Saturday in exchange for gift cards. The items will then be resold on the Rebelstork website.

The partnership highlights the historic retailer’s efforts to join the circular economy and gain a share of the growing resale market.

Urban Outfitters recently launched Nuuly Thrift, a second-hand fashion platform, while Levi Strauss & Co. launched an online marketplace to sell second-hand jeans.

Retail experts say the thriving resale market is driven by value pursuit, environmental concerns, and a generational shift.

“Before, there was a stigma with buying used goods, like you lost your job or had no money,” said retail analyst Bruce Winder.

“There has always been a market for used vehicles, but younger consumers have turned to second-hand shopping for everything from clothing to household items,” he said. “It has become an environmental game to save the planet and of course a way to save money.”

The partnership with Rebelstork allows The Bay to tiptoe into the resale market and reach a younger consumer, Winder said.

“They’re trying to target millennial moms,” he said. “The Bay is struggling to attract younger customers. Millennials and Gen Z generally don’t have a great affinity with department stores.

  • With files from the Canadian Press


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