Resale as a growth lever: 50% of Soeur’s second-hand buyers are new or reactivated in less than a year

The Challenge

With acquisition costs for fashion brands rising sharply (+60% over five years), expanding the customer base has become increasingly difficult. For Soeur, the key challenge was to prove that resale could deliver measurable CRM value, acting as a source of both net-new customer acquisition and reactivation—without cannibalizing first-hand sales. In short, Soeur needed a new growth channel that complemented, rather than competed with, full-price offerings.

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The Solution

Sœur operates a total of 53 stores (42 in France and 11 internationally) since early 2025, and according to recent sources, its in-store collection service for resale is already available in 28 of these locations. 

The launch was supported by a full-scale communication program to raise awareness and drive customer engagement, revealing three key levers that significantly amplified acquisition performance.

1. Prominent website presence : a resale tab is clearly visible on the homepage, making the items immediately accessible to every visitor and guiding them naturally toward responsible shopping.

2. Social media visibility : The second-hand collection is featured on Soeur’s social channels through occasional organic posts (around one every 2–3 months) and two paid campaigns, highlighting selected pre-owned pieces, sustainability messaging, and the benefits of the resale program.

3. Emails and newsletters : Targeted newsletter on dormant customer and promofil audiences

The omnichannel approach made resale visible, measurable, and effective - driving new customers straight into Soeur’s CRM.

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