All or Nothing: Balenciaga’s Sustainable Re-sell Program

With the Sept. 26 launch of its Re-sell Program, Balenciaga is the latest designer company to enter the resale market. The brand formally launched a partnership with white-label resale platform Reflaunt following a successful pilot, and designed the initiative to “encourage the practices of reducing, reusing and recycling” and “reward clients for their participation.” 

To take part in the program, customers can drop off their pre-owned Balenciaga products at participating stores or have them collected by a scheduled service via balenciaga.com. The items are then listed as part of Refluant’s network following a documentation and vetting process that includes authentication, professional photography and pricing. Expert consignment support is available throughout the process. The item is then listed on one of Reflaunt’s over 25 secondary marketplaces. Upon purchase, the original customer is offered financial compensation via bank transfer or Balenciaga store credit. The credit is worth 20% more in value to incentivize the continuation of the cycle. Amid calls for environmental sustainability, the market for pre-owned goods is growing.

The Paris-based fashion house joins the ranks of luxury brands testing the waters with resale fashion, including Valentino’s vintage initiative, Gucci’s experimental online Gucci Vault concept and Encore by Oscar de la Renta, as well as online marketplaces for authenticated luxury resale like Vestiaire Collective, The RealReal and HURR. According to Bain & Co. data reported by the Wall Street Journal, the market for secondhand luxury sales grew by 65% between 2017 and 2021 compared to a 12% increase for firsthand items.The program is part of the Kering-owned brand’s broader mission to become a fully sustainable company. The House’s efforts to minimize its environmental footprint in recent years include reducing hazardous chemicals from its leather tanning process and setting a target to reduce its operation and supply chain’s greenhouse gas emissions.

The Re-Sell program is currently available in Italy, France, the U.K., the U.S. and Singapore. The categories of products eligible for the program include Balenciaga’s ready-to-wear items, shoes, bags, accessories and small leather goods. A full list of participating stores and more details on the program can be found here.