Even before the official launch of its second-hand service, Soeur had already recorded strong interest from thousands of customers. The French premium womenswear brand invited its clientele to participate in this new initiative, which went live on Feb. 26. As part of the project, the label, acquired last year by the Style Capital fund, has introduced a “Second hand” tab on the homepage of its e-commerce site.

The initiative, which took several quarters to develop, was created in collaboration with resale specialist Faume. Customers can drop off their old pieces at Soeur boutiques.

“We take back all products from collections after 2021, provided they are not damaged. Customers receive a voucher that, for the launch phase, is worth approximately 50% of the product’s full-price value,” explained Freja Day, Soeur’s general manager. She also noted her surprise at the overwhelming customer interest in the initiative.

Launching a second-hand platform remains a bold move as brands continue to refine profitability models for resale. “We approached this project more from a CSR conviction,” said Day. “This has been on our radar for some time, but before, we were too small to take on such a complex initiative. Now, we’re in a better position to absorb it. We started by working on material certification and factory audits, then trained our teams on the Climate Fresco. We’ve built collective expertise on these issues. It’s an important topic and one that resonates internally. I also see it as a long-term brand positioning strategy. Soeur has always promoted a timeless vision of fashion—classic with a subtle twist, designed to stand the test of time. This project allows us to demonstrate that commitment.”

For Day, the initiative also reinforces the creative vision of Domitille Brion, Soeur’s creative director and co-founder. The 52 Soeur boutiques trained their staff to assist customers with the resale process, while logistics and final product preparation are managed by Faume, which also works with brands like Ba&Sh, Ami, and Isabel Marant.

Soeur’s director sees an opportunity to offer an alternative to major resale platforms like Vinted and Vestiaire Collective. “I believe we’re taking a different approach. Customers bring their items to the store, where our team verifies them, and they can immediately use their vouchers toward the new collection. Compared to online platforms, this is a more convenient process. We offer an in-store drop-off service, which is ideal for customers who don’t have the time or prefer not to handle the resale process themselves,” said Freja Day.

This service, paired with a voucher positioned as “advantageous” for customers, is expected to help the brand establish a foundation for this new initiative. “This is a key element. It will take several weeks to fine-tune operations across different boutiques. The mechanics need to fall into place, the site must become engaging, and we need to offer between 100 and 200 items to make it appealing to customers. “Collection will be essential for this,” admits the CEO of the label, which saw its sales rise by 25% last year, surpassing the €65 million mark in 2024.

Priced lower than new items, these products could attract a new clientele while also offering a fresh appeal to the brand’s loyal customer base. “We have certain pieces that sell out very quickly, and we rarely reproduce them identically. Through our second-hand offering, customers will have the opportunity to find these rare pieces”.

According to the economic observatory of the Institut Français de la Mode, second-hand fashion already represents 12% of the French market. A recent consumer survey revealed that 32% of shoppers who have purchased second-hand believe new products are too expensive and now prefer pre-owned items. Introducing a second-hand offering allows the brand to adapt to this rapidly growing trend, particularly among younger consumers.

Still strong growth prospects in 2025

Despite the second-hand segment not representing a significant share of Soeur’s revenue by 2025, the brand remains focused on expanding its international presence. Currently, 35% of its sales come from online channels, and it is actively working on establishing a stronger foothold outside France.

The opening of a flagship store in Milan by the end of the year, spanning 200 square meters over three floors, is a testament to these ambitions. “We’re ahead of our targets. We see that customers are navigating very well in the different universes expressed,” says Freja Day. The brand has identified its ideal store size as over 100 square meters and plans to open new flagship locations in England, Spain, Italy, and Belgium following a successful 2024 in London. Additionally, five to six store refurbishments are scheduled each year in France.

Soeur is accelerating collaborations with key accounts and multi-brand partners to strengthen its international market position. As part of its long-term growth strategy, the brand is also gaining momentum in Asia, particularly in China, Japan, and South Korea.

The CEO, who focuses her investments on creative teams to introduce distinctive elements to the market, is aiming for further double-digit growth in 2025 despite market uncertainties. Freja Day forecasts a 20% increase in sales.