How Maison 123 turned customer loyalty into revenue through secondhand offers and gift cards
The initiative reinforces the brand’s commitment to circular fashion, with high in-store participation and strong reinvestment into new collections.
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What Maison 123 measured
By implementing a policy of gift cards given in exchange for trade-in items, Maison 123 aims to stimulate sales of its new collections, creating a virtuous circle between secondhand and main retail.
5%
Revenue
Second-hand quickly became a stable revenue contributor
+30%
Upsell rate
Gift cards significantly increased additional purchases
99%
Voucher usage
Nearly all gift cards were redeemed in-store or online.
Access the key insights from the case study:
Second-hand as a revenue driver
Resale is not only circular — it directly contributes to turnover
Gift cards fuel reinvestment
Trade-in incentives successfully redirect value back into new collections
Stores remain key collection hubs
Physical retail plays a central role in scaling second-hand programs
Circular loyalty loop
Second-hand creates a continuous cycle of return, reward, and repurchase
Omnichannel rollout
Online and in-store launch ensured fast collection scaling
Store-first strategy
Physical retail drove the majority of item returns
Gift card integration
Seamless voucher flow boosted reinvestment in new collections
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