PO.P (formally Polarn O. Pyret) has launched its PO.P Second Hand initiative in two stores – London White City and Cambridge.
Already running successfully on the brand’s website, reselling over 11,000 units since launch last year, PO.P has extended the award winning service to customers in store.
By providing more access to its preloved offering, PO.P is furthering its commitment to keeping its high quality clothing out of landfill for longer. Just like the online system, customers are invited to return any PO.P item to participating stores – no matter how old it is, how many children have worn it, or where it was bought from. In exchange, customers receive PO.P vouchers to redeem against new and second hand items, either in store on the day or online.
The in store approach allows each store to function as its own eco-system selling trade-ins from the local customer base, and is also designed to simplify the process for busy families.
PO.P Second Hand has been successful since its launch in September 2022, garnering interest from UK fashion experts and landing Drapers’ ‘Best Circularity Initiative’ of 2023, and the Most Innovative Retailer Award at the UK Tech and Innovation Awards in November 2023.
With new items added daily, PO.P Second Hand offers customers the opportunity to do something good for the planet. Many items resold have been PO.P vintage with iconic designs, with the oldest item resold being 16 years old.
10% of sales units in February of this year were from second hand and 40% of second hand customers are first time buyers – proving the option of PO.P Second Hand is opening the brand up to new customers as demand for sustainable kidswear continues to grow.
Johan Munck, ceo at PO.P said: “The positive reception to our in-store second hand initiative has exceeded our expectations. Launched nearly four years ago in the Nordics, our goal was to expand this to all markets and channels as soon as possible, since we knew that we’re appreciated for our quality and therefore high demand for our second hand childrenswear.
“Now it’s implemented across all our own markets and last year nearly doubled in volumes and sold 94,000 pieces. Our PO.P Second Hand sales now stand for about 5% of our physical store sales.”
Johan continued: “The textile industry’s impact on the environment is significant, and we want to change this by creating durable clothing intended for use by multiple children – this we explain in our mission statement that each garment should be used by at least three children.
“Second hand sales are a key component of our circular strategy, aiming to go from the current 5% to a 30% revenue share from this channel in the long-term. While we anticipate a gradual reduction in first-hand garment production, our brand’s global influence remains modest. Our focus is on providing clothing that not only has a lower environmental footprint, but also meets our standards for style, comfort, and weather protection.”
