ROI
listings created
marketplace sell-through rate
Customers were already buying and selling &SONS pieces across community groups, but this activity happened outside the brand with no revenue benefit and no sustainability attribution.
To stay competitive and grow profitably, &SONS needed to bring resale inside their world.
&SONS partnered with Continue to launch &SONS Preloved, a fully branded resale marketplace integrated directly into their site.
Customers can buy and sell with each other using store credit, creating a new revenue stream driven by repeat purchases. The brand also now has the opportunity to nurture new aspirational shoppers who buy their items preloved into new customers through CRM campaigns. Interactive features such as chat, offers, and profiles strengthen the brotherhood community too, by keeping customers engaged directly on the &SONS site.
Meanwhile, resale supports & SONS' sustainability strategy by keeping clothing in circulation and enabling the brand to claim the impact of every item that stays in use. It highlights the longevity and durability of &SONS products, showing how pieces can continue their journey through many more adventures.
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Kelly James, Head of Operations & ESG Strategy
“Through salvage sales and resale with Continue, we’ve kept over 3,500 units in circulation - and sent zero to landfill.”
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Continue integrated with the &SONS site in a single click, with no technical work required from their team. The marketplace was live and delivering listings, sales and repeat purchases within days.
Resale was already happening within the &SONS community. Bringing it into the brand’s own environment converted that activity into a new revenue stream, improved retention and introduced new customers who first discovered the brand through preloved.
Profiles, chat, offers, and favourites create an engaging trading experience that keeps customers active within the &SONS world.
