Maison 123 increases sales by 5% thanks to its second-hand program

In a context where customer acquisition costs are rising and loyalty is a key challenge, Maison 123 has chosen to integrate second-hand into its model to diversify revenue while strengthening its connection with customers.

With Faume’s support, the brand has structured a program that combines commitment and profitability. In 2024, over 30,000 items were collected, with 70% coming directly from stores, confirming the central role of physical retail in the customer experience.

In just a few months, second-hand already represents 5% of total revenue, even reaching 10% in recent months. This proves that, when well-integrated, second-hand can be much more than just an additional service—it can be a sustainable driver of growth and customer retention.

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An omnichannel strategy to boost collection

From the outset, Maison 123 adopted an ambitious approach: launching both online and in-store take-back options simultaneously. This decision immediately embedded the program into customers’ habits, ensuring a steady and high-quality collection.

But it was the central role given to stores that made the real difference. With over 150 points of sale across France, Maison 123 leveraged its teams’ expertise and its close relationship with customers. This strategy proved highly effective: seven out of ten customers prefer to drop off their items in-store rather than send them by mail. This direct interaction fosters trust and allows sales associates to explain the program while assisting customers with their purchases.

Seamlessly integrated into the shopping experience, the take-back program creates a virtuous cycle. For each deposit, a voucher is immediately issued, redeemable in-store or online. This system drives customer engagement, increases foot traffic, and secures revenue while boosting it: 99% of vouchers are used, with an upsell rate of 30%, proving that customers spend well beyond the voucher amount when refreshing their wardrobes.

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Tangible impact on business and the environment

In less than a year, second-hand has become a pillar of Maison 123’s business model. More than just an additional offer, the brand has structured a real strategy that blends revenue growth, commitment, and customer loyalty. Today, second-hand represents 5% of e-commerce revenue, a rapidly accelerating trend that has even reached 10% in recent months.

This success is also driven by the performance of the model. With a 75% sell-through rate, inventory management is optimized, ensuring fast turnover and maximum value for resold pieces. The environmental impact is equally significant: by putting nearly 30,000 items back into circulation, Maison 123 prevents them from being discarded or wasted. Each reconditioned and resold second-hand item reduces carbon emissions by an average of 35% compared to purchasing a new product, making this initiative a concrete and measurable step towards more responsible fashion.

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A forward-thinking vision for retail and circular fashion

Maison 123’s experience proves that second-hand is not just a trend—it’s a new way of thinking about retail. Rather than seeing resale as a parallel market or a mere branding tool, the brand has fully integrated it into its ecosystem, turning it into a growth accelerator and a powerful customer loyalty driver.

By aligning commitment with performance, Maison 123 is paving the way for the entire industry. Far from being just an additional service, second-hand is becoming a strategic lever that redefines the relationship between brands and consumers.

Faume helps brands structure and optimize their circular offerings without adding complexity to their operations. Maison 123 is proof that, with a smart approach, business, commitment, and retail innovation can go hand in hand.

Ready to make second-hand a growth engine? Contact Faume to structure your program and transform your approach to circular retail.

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