Kappahl Group expands its secondhand offering in Finnish and Swedish stores

In 2023, Kappahl Group began collecting and selling secondhand garments in its Swedish and Norwegian stores. Now, the company is taking the next step in its expansion by significantly increasing the number of Swedish stores offering secondhand clothing. Additionally, the concept is being launched in Kappahl's Finnish stores.

Starting at the end of September and into early October, Kappahl introduced secondhand collections in ten stores across the Finnish market. Meanwhile, the number of Swedish stores offering secondhand products will expand from 16 to 35 throughout the fall.

“We see great potential and strong interest from our customers in bringing in their used garments to Kappahl, as well as finding new favorites. That’s why we are significantly increasing the number of stores—meaning that over 20% of our Swedish and Finnish stores will now offer secondhand,” says Viktoria Arndt, Sales & Business Development Manager at Kappahl Group.

Alongside this expansion, Kappahl is introducing several improvements that will benefit both customers and store employees. These include simplified price tagging, more efficient product drop-off processes, and automated registration of customer bonus points.

“We are constantly striving to simplify things for our employees but, most importantly, to improve and ease the experience for our customers when shopping sustainably. By expanding the number of stores and countries offering secondhand, we’re enhancing the accessibility for customers to both buy and drop off their used clothing with us. This also provides us with more insights and learnings. While the secondhand market varies in maturity across countries, we believe that increasing availability will positively impact our customers' buying behavior toward more secondhand purchases,” Arndt continues.

Kappahl Group now offers secondhand sales in four of its five physical retail markets, with a total of 51 stores in the Nordics and four in the UK, where Kappahl's brand Newbie is represented. Since May, the UK Newbie stores have been selling secondhand under the "PreLoved" label, which has been well received by both British customers and employees.

“It’s fantastic to see how well this initiative is being embraced by our customers. It aligns perfectly with Newbie’s promise to offer a nostalgic style made to last over time. We are thrilled to see so many customers joining us on our mission to promote sustainable fashion through the PreLoved initiative, and we are witnessing strong growth in the offering,” says Heidi Pathiaki, Acting Head of Newbie UK.