Why bougie kids' brands are racing to sell you secondhand goods

Cheap bikes are often heavy and harder for young children to learn on, while premium bikes like Woom cost more but weigh less and support easier learning. A large Facebook group already trades used Woom bikes, but Marketplace limits secure transactions and model-specific searching. Woom responded by launching its own resale platform on its website, building inventory and offering brand-backed confidence and long-term value. The move aligns with a broader shift toward secondhand shopping, with many American parents buying used goods and a rapidly growing kids and baby resale market. Premium brands partner with resale specialists like Archive to launch programs quickly and turn resale into a revenue driver.

"With a bit of internet sleuthing, you might come across an alternative. There's a 50,000-person Facebook group devoted entirely to buying, selling, and trading used Woom bikes across the United States. And the brand noticed this group bubbling up. But Facebook Marketplace has limitations-transactions aren't always secure, and buyers can't easily search for specific models in their area. So the company has just launched its own resale platform on its website (it's currently building up inventory)."

"This is a way to have it backed by the brand and really showcase that long-term value of our bikes."

"Woom is part of a broader trend. Over the last few years, parents have realized that they don't need to choose between cheap, low-quality products and pricey, high-end products for their kids. Instead, 60% of American parents are now buying secondhand goods. The kids and baby resale market is projected to hit $12.8 billion by 2030, up from $7 billion in 2021."

"It would be too costly and labor intensive to build a secondhand program themselves, so they're partnering with Archive, a company with expertise in helping brands get resale up and running quickly. Archive has been focused on the children's market, launching secondhand sites for the toy brand Lovevery and the clothing label Hanna Andersson. With each brand, the ultimate goal is to make resale a revenue driver."

Read at Fast Company