HERA described the new platform as an “endorsement” of the quality and longevity of its products and said it is proud to be offering its own integrated platform rather than working with a pre-existing reselling site.

HERA’s CEO Holly Beadle added that consumers can have “a bad experience” when buying and selling on mainstream platforms and said the Rewear platform hopes to change this.

In statement Beadle stated: “Our HERA Rewear platform is an extension of the HERA experience, whereby every element of the journey is provided and controlled by us. Allowing customers to shop new and secondhand all in one go, and giving our loyal customers the chance to earn from clothes they don’t want anymore. This is something completely new to us and it has been a huge learning curve and investment for a company of our size. Many other retailers have outsourced to external marketplaces, but we we’re adamant on retaining the customer experience that we pride ourselves on, by providing this experience ourselves.”

The company said it aims to extend the life of its products using the service, reduce clothing waste and encourage the reuse of products.

Consumers using HERA Rewear will receive credits on the brand’s loyalty scheme, which is called HERA Collective and will be able to shop for the resale items alongside new products on the company’s website.

HERA launched in 2015 and was initially known for its spray-on skinny jean product. It was acquired by businessman Paul Richardson in 2021 and is now led by CEO Beadle and her sister Georgia Streeton, HERA’s chief brand officer.

The announcement comes shortly after online thrift store ThredUp reported a quarterly revenue of $82m for its third quarter 2023, representing an increase of 21% year over year.

US fashion brand Levi Strauss, software provider Worldly and resale platform provider Trove have also previously shared insights into the benefits of fashion brands using resale as part of their sustainable strategy.