How The Fall Bride Meets Customer Demand for Resale with Continue
How Continue helped bridal brand The Fall Bride meet customer demand for resale and free up hours every day
Quick listing
4.7
months average time to list
Resale on autopilot
40
hours saved every week
New revenue stream
£255
average transaction fee value
Why launch resale?
Meeting customer demand: From the day she launched The Fall Bride, founder Annelise Sealy knew she wanted to challenge traditional ideas about bridal wear, one key one being that brides keep their dresses for future generations. With 50% of UK brides opting for preloved dresses, Annelise wanted to provide a service catering to this need.
A stretched team needs a resource-light solution: Lots of brides were asking The Fall Bride for a resale service, so initially, they offered a consignment service allowing brides to return their dresses to the store, where The Fall Bride would keep them until they sold. But this quickly became too resource-intensive and took up too much space in the boutique. Annelise needed a more streamlined way of offering resale as a service.
Encouraging sales of new, pricier dresses: By showcasing their resale service, The Fall Bride gives customers peace of mind, knowing they could resell their dress and recover some of its value. This makes the purchase feel less overwhelming.
“Resale just made sense for us with such high demand - we just needed a tech partner like Continue to make it a feasible process for our stretched team!”
Annelise Sealy, Founder of The Fall Bride
Why work with Continue?
Peer-to-peer resale with a try-on service: The Fall Bride offers peer-to-peer resale with an in-store try-on. This means brides have the same memorable boutique experience without The Fall Bride managing the preloved inventory themselves. It also allows them to upsell accessories when the brides come to the store.
Operationally lightweight service: Previously, one team member dedicated most of her day to managing the consignment service, including communicating with brides sending in their dresses, keeping them updated, and paying them when the dresses sold.
Continue now manages the whole process: brides book a try-on, the seller sends the dress to the store, and Continue tracks and facilitates this process. If the bride wants to buy, they do it via the marketplace, notifying the seller immediately.
A revenue stream on autopilot: The Fall Bride automatically take a percentage of every sale on the marketplace. This means they make revenue on every dress sold without the extra hassle of contacting either party or storing anything at their shop. Plus, preloved dresses can be easily resold again, meaning they can get even more added value on every dress.
In summary
The Fall Bride has launched a successful resale programme, offering flexible options for brides to buy and sell dresses. Thanks to the operationally lightweight model, Annelise and her team save hours of time every week, which they can invest back into growing their business.
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