higher spend from preloved customers
of preloved customers are new to the brand
of items sold
The Knotty Ones, a sustainable knitwear brand led by CEO Ieva Zubaviciute, has built a loyal and socially conscious fanbase by working with female artisans and female-led factories in Lithuania.
This community frequently requested resale options, looking for both quality and affordability in new styles as well as a responsible way to trade in older pieces. Launching resale gave The Knotty Ones the opportunity to meet this demand while keeping the customer experience inside the brand.
As a socially and environmentally conscious label, it was essential for The Knotty Ones to ensure their knitwear has a long lifespan. Resale gives customers an avenue to pass on pre-loved items responsibly, helping reduce waste while making their knitwear accessible to new audiences.
Ieva Zubaviciute, CEO of The Knotty Ones
"Customers were constantly asking when we’d start resale. It’s important for the environment — and for our customers, too."
The Knotty Ones had considered buy-back schemes but found them too costly and resource-heavy. Continue’s peer-to-peer resale model provided a lighter, more effective solution.
The resale programme was set up and live in less than 30 days. Continue manages logistics, automated email marketing, and customer care so the team can focus on growth.
With Continue managing the entire resale journey, The Knotty Ones can offer their community a premium experience without adding strain on their lean team.
The Knotty Ones’ resale programme is more than a marketplace. It meets community demand, delivers on the brand’s sustainability values, and drives stronger loyalty and customer lifetime value. Powered by Continue, resale helps the brand grow sustainably while staying true to its mission.
