Activewear brand Lorna Jane has launched its own resale online marketplace.
Customers can now resell their pre-loved activewear items via the new website, with around 100 already listed since its launch earlier this week. Items are being sold at more than half the original price.
Lorna Jane CEO Anna Fowler said the decision to launch the marketplace was driven by a desire to extend the life of garments and back its circularity commitments.
“We know our product is made to last, and we wanted to create a trusted destination where customers could buy and sell pre-loved Lorna Jane with confidence,” Fowler said.
“We’ve seen our customers trading Lorna Jane pieces through third-party platforms, by bringing resale in-house, we’re offering a better brand experience - one that reflects our quality standards, values, and customer service.”
The website is hosted and managed by a third-party technology partner. Fowler said that unlike traditional e-commerce, the resale platform had unique considerations.
“We had to find a trusted partner that could provide quality assurance checks and educate our community on how to resell their pieces. We also wanted the experience to feel like Lorna Jane - clean, inspiring, and community-driven.”
Fowler added that the resale platform should complement the core business.
“We see resale as complementary to our core business. It strengthens brand loyalty, brings new customers into the fold, and allows us to participate in the full lifecycle of our product.
“Rather than cannibalising sales, we believe the resale platform will increase overall engagement - particularly among value-conscious customers who may discover Lorna Jane through pre-loved purchases and go on to shop from our mainline collections.”
Alongside now two distinct websites in Australia – premium and pre-loved – Lorna Jane operates 98 stores in the country and is featured in 160 Rebel Sport stores.
The resale push adds to Lorna Jane’s sustainability commitments, which include being the founding member of Seamless – Australia’s first national clothing product stewardship scheme.