Poshmark is launching  a “Brand Closet” program in a bid to bring more brands to the platform.

Poshmark is launching  a “Brand Closet” program in a bid to bring more brands to the platform. As secondhand shopping continues gaining ground with eco-minded young consumers, Poshmark is creating a new way to connect shoppers with their favorite brands via “Brand Closet,” a program that lets big brands sell directly to Poshmark users. Brands are able to share limited-time products, create brand pages, and more via Poshmark’s Brand Closet, and Lucky Brand, Hue, Dose of Colors, and Free People are among Poshmark’s current brand clients. According to Poshmark’s CEO Manish Chandra, the platform has an engaged audience of Gen Z and Millennials who often discover brands for the first time while shopping for secondhand apparel on the platform, giving brands a new way to reach young thrifty shoppers via Brand Closet. Additionally, brands have access to a “My Shoppers” clienteling feature, allowing sellers to send promos or make personalized product suggestions through the platform. Secondhand marketplaces like ThredUp continue to team up with brands as thrifted fashion gains ground with young shoppers, and Poshmark’s Brand Closet is joining the trend. (Retail Dive)