How Mansur Gavriel’s resale channel is a growth lever for their e-commerce business

How Mansur Gavriel’s resale channel is a growth lever for their e-commerce business

Mansur Gavriel launched an integrated resale channel that engaged secondhand shoppers and enabled "mixed cart" purchases

min read
October 16, 2023

Keeping it “on brand”

In October 2023, Mansur Gavriel launched MG Forever, a resale program for customers to buy and sell pre-owned handbags, and for the brand to sell off “archive” products (samples, one-of-a-kinds, and other bags never sold at scale.) The brand, founded by co-creative directors Rachel Mansur and Floriana Gavriel, produces modern bags and shoes made from exceptional materials. Sustainability has always been core to the brand, so launching recommerce was a natural fit.

“From the very beginning, we wanted to create a brand rooted in slow fashion”

-Floriana Gavriel, Co-Founder and Creative Director

Launching integrated resale

Mansur Gavriel launched MG Forever alongside their 10-year anniversary campaign, unveiling an “archive” collection from the brand and also allowing shoppers to list their own pre-loved items.

With MG FOREVER, customers can resell previously purchased Mansur pieces from their purchase history. Those items become available within their MG FOREVER collection on their site. The marketplace is powered by Recurate’s technology, which facilitates the listing form, approvals dashboard, shipping label creation, and program analytics.

Resale's Impact

Thanks to Recurate’s ResaleOS, Mansur Gavriel can unlock the major benefits that come with managing their own secondhand market:

  • Attract new customers who prefer to shop secondhand, are more price-sensitive, or are searching for a piece that is no longer available
  • Invite back previous customers who haven’t engaged with their brand recently, to resell items that they’re no longer wearing in exchange for credit toward a new purchase
  • Uncover new insights regarding the secondary market for their products

A Unified Checkout Experience

Because Recurate’s resale platform integrates directly with Shopify, customers can purchase both new and pre-loved items in one shared cart. In the first week of MG FOREVER being live, 20% of customers made a “mixed cart” purchase utilizing this single checkout experience.

The Resale Customer Journey

Another one of the many benefits of Recurate’s full Shopify integration is the opportunity to leverage existing workflows and Shopify apps. Within Mansur Gavriel’s resale collection, they use their cart abandonment emails to convert resale “lookers” to buyers.

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