
How The Knotty Ones Boosts Sustainability and Customer Loyalty Through Resale
How Continue helped premium knitwear brand, The Knotty Ones promote an uplift in customer LTV and meet demand for preloved products.
Sell-through rate
60%
of items sold
Customer loyalty
1.5x
higher than average spend from preloved customers
New customers
43%
of preloved customers are new to the brand
Why launch resale?
Meeting customer demand: The Knotty Ones, a sustainable knitwear brand led by CEO Ieva Zubaviciute, has grown a loyal and socially conscious fanbase by working with female artisans and female-led factories in Lithuania.
Ieva noted that this fanbase frequently requested resale options, seeking quality and affordability in new styles and a sustainable way to trade in old items. By launching her own resale programme, Ieva could meet this demand and retain control over the customer experience.
Living up to socially conscious brand values: As a socially and environmentally conscious brand, it was essential to the team at The Knotty Ones to ensure a long lifespan for their products. Launching resale gives The Knotty Ones’ customers an avenue to trade in their old pieces responsibly and ensure a long product lifespan.

"Customers were constantly asking when we’d start resale. It’s important for the environment—and for our customers, too."
Ieva Zubaviciute, CEO of The Knotty Ones
Why work with Continue?

Choosing resale over a buy-back scheme
Before working with Continue, The Knotty Ones considered setting up their own take-back schemes but found them costly and resource-intensive, diverting focus from brand-building. By choosing peer-to-peer selling, The Knotty Ones introduced resale without taking up resources from the team.
Seamless integration
Setting up resale with Continue proved quick and easy for The Knotty Ones. Their resale programme was up and running within 30 days and managed entirely by the Continue team, including logistics, automated email marketing, and customer care.