Swedish kids’ clothing brand Polarn O. Pyre – also known as PO.P – has created a new brand service that aims to boost e-commerce by offering pre-loved items across its entire clothing line.
Dubbed PO.P Second Hand, the new platform is a destination for buyers and sellers of pre-loved clothing instead of opting for second-hand offers from third-party resellers.
The retailer says second-hand shopping is notorious for its inconvenience, and PO.P says its platform aims to address the challenges that prevent consumers from engaging in buying and selling pre-loved clothing. According to customer research, these include the hassles of taking photos (45 per cent) and arranging postage (54 per cent).
With PO.P’s new platform, sellers are no longer required to take photos of their products, Ozone cleaning and repair are provided, and free shipping is provided. For buyers, it offers free returns and a transparent voucher system for trade-in items redeemable for all clothing, new or used.
“PO.P already leads the way with a sustainability mindset baked into how we do business,” said Mats Nilsson, MD at PO.P UK.
“We care about the clothes we produce, and second-hand is the obvious next step for us. It’s what customers want, and it’s what the planet needs.”
Gerrard Fisher, founder of QSA – a certified B Corporation consultancy focused on developing profitable circular economy business models – explained that second-hand items have a “substantially lower” carbon footprint than new and described the new platform as a “real category leader” and gives equal value to pre-loved clothing.
“It’s not only a great way for a brand built on longevity to make the most value from what they produce but selling used clothing is also an essential part of an authentic sustainability programme,” he added.