Ganni pieces.
Courtesy of Vestiaire Collective
PARIS — In a move that blends Scandi style with circular fashion, Danish label Ganni has teamed with French resale giant Vestiaire Collective to launch a dedicated service that lets customers trade in pre-loved Ganni pieces for instant store credit.
The partnership, launching Thursday, aims to strengthen brand loyalty while reinforcing both companies’ commitment to circular fashion.
“This collaboration reflects our belief that circularity must be convenient, rewarding and community-driven,” said Ganni chief executive officer Laura du Rusquec.
Through the new program, Ganni customers can submit their used pieces directly via Vestiaire Collective’s platform. Once an item is authenticated and accepted, the seller receives a Ganni gift card with an additional 10 percent bonus, providing instant value and eliminating the need to wait for a sale. It offers home pickup in the U.K. and EU.
“Now is really the time for the fashion industry to come together and accelerate progress on sustainability. We’ve always believed that collaboration is key to creating real change,” du Rusquec told WWD. She framed the partnership as a “very natural next step.”
“This collaboration allows us to strengthen our overall work on circular business models and explore how resale can become a core part of our ecosystem,” she added. The company’s next sustainability roadmap will launch in the first quarter of 2026, when Ganni will announce its goals through 2028.
The “Ganni Girl,” popularized by Instagram, already participates in resale and this partnership aims to make it easier while continuing to engage their community.
The deal adds another cool contemporary label to Vestiaire’s resale-as-a-service roster and helps deepen its foothold in the Scandinavian market. It’s the latest brand to join Vestiaire Collective’s RasS program, which supports brands in integrating resale into their core business models, since launching in 2021.
Vestiaire Collective’s new CEO plans to accelerate the company’s RaaS, calling it core to future growth. The focus moving forward is on deepening selective, value-aligned partnerships, while making resale more seamless and immediate.
“I see significant opportunity to accelerate and evolve this program,” new Vestiaire Collective CEO Bernard Osta told WWD. He took the reins Oct. 7. “We’ll expand our brand partner portfolio, but selectively, prioritizing partners that share our values and bring quality supply. We’ll deepen these relationships beyond transactions to create true circular ecosystems where resale becomes the norm. And we’ll continue innovating the experience, making it more seamless, instant and frictionless, like we’ve done with Ganni.”
Previous brand partners include Chloé, Burberry and Isabel Marant, among others. Bringing a hip brand like Ganni on board gives additional credibility to circularity. “This credibility is essential as we continue to educate and convert new audiences to pre-loved fashion,” Osta added.
Ganni, known for its contemporary Scandi-cool aesthetic, has been steadily building out its circularity agenda over the past few years, exploring rental, product take-back and upcycling initiatives.
This latest move is a strategic evolution, enabling the brand to monetize post-purchase engagement while reducing waste and encouraging responsible consumption.
“By making it easier to extend the life cycle of garments, we’re not only reducing environmental impact but also building deeper relationships with consumers,” said Vestiaire Collective cofounder and fashion director Sophie Hersan. “This model turns unworn clothing into currency and creates a win-win for brands, customers and the planet.”
The resale market continues to gain momentum, with global sales expected to reach $360 billion by 2030, according to data from Boston Consulting Group.