Driving the circular economy: Bloom Reuse launches new resale model for clothing brands
The Chilean e-commerce platform allows resale for clothing brands, boosts the circular economy in the fashion industry.
More than 100 billion garments are produced annually in the world for a global population of 8 billion people (Thred UP Resale Report, 2023), that is, more than 12 times the amount of clothing we really need is produced.
Faced with this scenario and added to a public increasingly aware of the impact of fast fashion and a growing market for second-hand clothing, the model known as recommerce (Resale + Ecommerce) has become popular. This model allows brands to enter the resale market of their items, extending the life of their products and giving their customers the option to be part of a circular and sustainable cycle.
Recommerce is an official and exclusive platform for each brand to buy and sell second-hand products. This approach not only makes products from well-known brands more affordable, but also fosters customer loyalty through positive and sustainable experiences.
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This model was the one that Florencia Valladares, co-founder and CTO of Bloom Reuse (Civil Engineer, former Algramo and winner of the Swarovski Foundation’s Creatives For Our Future award in 2022), imported to Chile together with Amin Guenim, former Head of Business Development at Algramo and current CEO & Co-Founder of Bloom Reuse. Together they worked on the implementation of Algramo’s packaging reuse project together with Unilever and Walmart, and today they are making the leap to reuse in the textile industry together with leading national brands such as Froens.
“We know that apparel brands are looking for ways to be part of the growing resale market and drive sustainability into their business models. That is where our solution comes in, as it allows them to do so without great effort and with a validated model, which is committed to generating income with the resale of their own products and encourages the creation of more durable, reusable garments that become assets over time,” says Florencia.
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The first step of this initiative has already materialized with Froens, a Chilean conscious clothing brand, which stands out for its sustainable initiatives and already has its own marketing platform. Recommerce in froens.bloomreuse.com, where anyone can sell and buy second-hand Froens products at convenient prices.
Alejandra Cuevas, Director of Responsibility and Sustainability at Froens, explained: “At Froens, we are committed to creating fashion that respects both people and the planet and this collaboration with Bloom Reuse has allowed us to move towards that goal, taking our vision to a wider audience and generating collaborative experiences with our customers.”
New Brands, Investment & Regulations
In addition to Froens, Bloom announced the launch of recommerce platforms for the Karyn Coo (karyncoo.bloomreuse.com) and India Chic (green.indiachic.cl) brands, in addition to commercial agreements with 3 other brands to implement their recommerce sites in the coming weeks.
The startup also announced that it received an investment from the consulting firm Green Ticket, which includes plans for the joint development of the first ecolabeling project for the fashion industry in Chile, which is already starting to work with some of its associated brands.
Both the resale and the eco-labelling project are initiatives aligned with the strategies of the Ministry of the Environment to reduce pollution from the fashion industry, which is already pushing the APL (Clean Production Agreement), the Circular Economy for Textiles and Incorporation of textiles as a priority product in the EPR Law.
With these initiatives, Bloom Reuse arrived to open the doors of the second-hand market to brands and promote circularity in an industry that urgently needs it.