Dive Brief:
- DTC activewear brand Rhone launched a resale business, named ReRhone, offering a curated assortment of the brand’s products for men and women, according to a press release.
- ReRhone features apparel culled from customer returns and includes T-shirts and shorts from its Commuter, DreamGlow and Revive lines.
- The company plans to expand product selection and availability later this year.
Dive Insight:
Through ReRhone, the company aims to keep its products in rotation longer.
"Rhone has always been built on durability and performance, and ReRhone is a natural extension of that promise," Bethany Evans, chief marketing officer, said in a statement. "Our customers invest in our gear because it is made to last. ReRhone helps keep great product in rotation, gives customers a new way to discover styles they may have missed, and offers a verified resale experience they can trust."
For ReRhone, the company is leaning on customer returns, the majority of which are new merchandise with tags, per a company spokesperson. All products are inspected, cleaned and repaired through its partnership with resale technology platform Archive, as well as with Tersus Solutions. Items found to not be sellable will be donated to nonprofit Soles4Souls.
Rhone continues to diversify its business as it looks to grow. The brand expanded into women’s apparel in 2024 with a goal of it becoming 50% of the brand’s revenue.
Rhone joins a growing list of fashion brands that have launched resale programs in the past few years. According to its most recent forecast, GlobalData projects that the resale market will reach $366.8 billion globally and $73.6 billion in the U.S. by 2029. In 2025, the market reached $255.9 billion globally and $55.3 billion in the U.S.
“Consumers are expressing a very clear preference for resale to be a part of their shopping,” GlobalData Managing Director Neil Saunders said in an email. “Resale is now so mainstream that a lot of brands are looking to get in on the action. This makes financial sense, but it also allows them to do their bit for the circular economy and green agenda — which is important to many consumers.”
