Resale infrastructure company Brandback has raised $7.4 million across its pre-seed and seed funding rounds.
Brandback integrates directly into online retailers’ baskets, listings, and checkouts, enabling a seamless resale experience for customers and unlocking new revenue streams for retailers.
By displaying resale values at checkout, Brandback has been shown to significantly increase conversion rates and enhance customer lifetime value through loyalty incentives like store credit.
The resale market has rapidly evolved into a generational megatrend, primarily driven by Gen Z’s strong preference for sustainability, affordability, and individual expression.
As many as 48 per cent of shoppers from this demographic say they prefer buying resale to new articles. Research consistently shows Gen Z consumers prioritise secondhand and resale shopping, viewing it as an economically savvy choice and an essential reduction in environmental impact.
Brands increasingly recognise the need to embrace resale to resonate with younger audiences, who demand transparency, sustainability, and active participation in reducing waste. Brandback’s embedded resale model directly addresses these evolving consumer expectations, while at the same time boosting retailers’ topline by increased conversion rates and customer lifetime value.
“We’re building the resale infrastructure for a more sustainable and profitable retail industry,” said Chris Kilin, co-founder and CEO of Brandback.
“With Brandback, every purchase becomes an asset, empowering both consumers and retailers.”
Since its launch, Brandback has partnered with global fashion brands such as Replay Jeans and Sandqvist.
The company’s AI-powered resale journey is designed for rapid deployment with minimal integration effort and no upfront costs. Brandback provides a turnkey solution handling customer service, shipping, disputes, and payouts, allowing retailers to focus on their core business. Their solution is vertical-agnostic and scalable in Europe and the US from day one.
The Seed round was led by Earlybird, with participation from existing investor, 9900 Capital.
The round received strong backing from the retail industry it sells to, including members of the Benetton and Henkel families, a board member of Printemps, former executives from Adidas, Hugo Boss and Puma, as well as a board member of Meta.
“Recommerce is scaling fast, but operational complexity has kept most brands on the sidelines - at least until now. Brandback solves that with an elegant, AI-native platform that’s fully embedded into the checkout process of retailers. The team brings sharp execution and a category-defining product mindset. We’re thrilled to partner with them to help reshape the future of recommerce,” says Tim Rehder, General Partner of Earlybird.
With this new funding, Brandback plans to expand its go-to-market and engineering teams, enhance its AI capabilities, and onboard more global retailers seeking to tap into the fast-growing resale market.
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