Founded in 1989, Bellerose is a beloved Belgian brand known for its collections that combine elegance, comfort, and urban spirit. For several years now, the brand has embraced a more responsible approach to fashion, firmly believing that desirability and sustainability can go hand in hand. In 2022, Bellerose launched its second-hand program with a dual ambition: to extend the life of its iconic pieces and to meet the community’s growing expectations around circularity.
The challenge
Beyond its environmental impact, Bellerose aimed to demonstrate the commercial value of second-hand. The objective? Make the trade-in service a real growth driver, with measurable effects on customer loyalty. The ultimate goal: increase lifetime value by leveraging circularity.
The solution
The second-hand program was launched online in Belgium in September 2022, then gradually rolled out to France and the Netherlands in 2023. By 2024, it’s supported by a network of 21 in-store drop-off points, which represent 63% of the returned items, and an annual growth rate of +50% in take-back capacity.
After 2.5 years of operations, Bellerose performed a detailed analysis of the program’s CRM impact. The study looked at customers active in 2022 (before the take-back service was introduced), segmented by Annual Order Value (AOV):
[€1–399]
[€400–999]
[€1000–3000]
Their annual order value was then compared between two groups: those who repeatedly used the take-back service between 2023–2024, and those who never used it.
Results
At Bellerose, the take-back service has done more than tick a CSR box it has become a true engine for customer growth. Analyzing customer behavior over three years (2022 to 2024), the results are crystal clear: the service significantly increases annual customer value and enhances long-term loyalty.
Two key customer groups were compared: those who never used the service, and those who activated it two years in a row (2023 and 2024). The latter group the “repeat returners” show much stronger performance across all lifetime value metrics: Annual Order Value (AOV), retention rate, and purchase frequency.
Among occasional buyers (AOV ≤ €399), those who regularly used the take-back service saw their AOV increase by 69 % compared to non-users.
The service helps transform low-engagement customers into regular buyers.
For mid-tier customers (AOV €400–999), the performance gap reaches +37 %.
The program acts as an effective reactivation lever.
Among high-value customers (AOV €1000–3000), the gap remains positive, with an increase of +28 % compared to non-users.
The program helps sustain a high level of engagement over time.
Conclusion
In short, the take-back service is far more than a branding or communication opportunity — it is a strategic lever for boosting Lifetime Value. It drives annual spending, builds long-term loyalty, and naturally elevates customer value.
At Bellerose, it has helped re-engage small buyers, secure mid-tier customers, and retain top-tier clientele. A simple yet powerfully effective mechanism that blends impact, engagement, and profitability.
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