ROI
listings created
marketplace sell-through rate
drop in Facebook listings
ThruDark’s most loyal customers were already reselling thousands of products in private Facebook groups, signalling strong demand for a trusted way to buy and sell previous purchases. But because this activity sat on a third‑party platform, the brand could not see who was buying preloved items, measure the sustainability impact, or keep that value within its own ecosystem.
ThruDark wanted to bring this activity home with a branded resale programme that rewarded customers with uplifted store credit, retained revenue that would otherwise be lost, and gave new customers a safe, brand‑endorsed way to buy preloved ThruDark.
Continue partnered with ThruDark to launch Resurgence, a fully branded resale marketplace integrated directly into the ThruDark site. Customers can now buy and sell pieces to each other in exchange for store credit, turning every resale transaction into new revenue and future full‑price purchases for the brand.
By moving resale onto ThruDark’s own platform, the brand can now claim the carbon and water savings from every item that stays in circulation, while showcasing the durability and long‑term performance of its products. This reinforces ThruDark’s reputation for quality and strengthens brand equity through visible proof of endurance in real‑world use.
Continue integrated with ThruDark’s existing stack with minimal lift from the internal team, working collaboratively through a shared Slack channel to align on build, UX and launch. A focused campaign using a small number of Instagram posts and emails was enough to spark early momentum and start seeding listings.
Within three months, Resurgence surpassed 2K listings and delivered a 94× ROI. Over the same period, Facebook resale activity fell by 40%, confirming that ThruDark’s community now prefers to buy and sell within the brand’s own marketplace.
Resurgence places ThruDark back at the centre of the conversation. Customers can build profiles, add bios and chat directly with one another, turning resale into a space for genuine connection rather than anonymous transactions. These peer‑to‑peer interactions strengthen community ties and deepen loyalty within the ThruDark world.
