SG's omnichannel secondhand fashion platform Refash expands into HK

Singapore’s omnichannel secondhand fashion platform REFASH has officially launched in Hong Kong, as part of the brand’s expansion plans beyond its existing network of over 20 stores across Singapore and Malaysia.

As part of the Carousell Group, REFASH aims to give new life to preloved clothing and redefine what thrift stores mean for the general public. It curates a selection of preloved clothes and off-season brand-new items from brands. Its stores are intentionally designed to fit into any regular retail mall, aiming to normalise the behaviour of thinking of secondhand clothes first.

REFASH's first Hong Kong store will officially open at MOKO in Mong Kok on 20 April 2024. It offers “brand new with tags” (BNWT) women’s fashion items from Singapore and other Southeast Asian brands, which are otherwise unavailable in the Hong Kong market. These items are priced with discounts of up to 70% off the original retail price, according to the release. 

Furthermore, the store is equipped with "Celebrity closets" (明星衣櫃), which feature preloved clothing from 10 local influencers and celebrities who are passionate about the sustainable fashion movement.

To further encourage consumers to give a second life instead of discarding, REFASH will be launching a declutter service with cashback from 19 April to 20 April. During this period, consumers can bring bags of womenswear and activewear to the store. The REFASH team will process the items on the spot and provide a price quote within an hour, incentivising and facilitating the process of recycling and selling preloved items.

With the Municipal Solid Waste Charging Scheme implemented soon, the initiative aims to provide an alternative option to encourage Hongkongers to not only avoid throwing away items still in good condition, but also provide a convenient way that appeals to busy Hongkongers.  

To celebrate the official grand opening of the first store at MOKO, REFASH has prepared a series of activities. Customers can participate in a "Spin the wheel" game to win cash vouchers and gift cards. Additionally, they will have chance to meet internet celebrities such as Ellie Lee, Joyce and Agnes Yue.

Aloysius Sng, founder and CEO, REFASH, said, “We wanted to target the Hong Kong market next after our Malaysia expansion last year, as we saw a market gap to reach the mass market of Hongkongers. We believe that sustainability should not be a trend, but part of everyday life. We are excited by the great initial results in Hong Kong. In January and March this year, we partnered with Carousell Hong Kong to do a decluttering event for instant cash, and collected around 3,500 pieces of clothes. The majority of which are in almost-new condition. We are excited to officially launch our store and continue to expand more stores in Hong Kong."

“REFASH was started eight years ago to extend the lifespan of clothes and build a more sustainable future for fashion. I am heartened that over the years, we have collectively diverted over 7.3 million clothes from landfills and given over 3.6 million used clothes a second life," Sng added. 

MARKETING-INTERACTIVE has reached out to Carousell for more information. 

Don't miss: Carousell targets luxury resale market with LuxLexicon acquisition

Recently, Carousell has acquired the business and assets of LuxLexicon as it aims to supercharge the growth of its luxury category with an omnichannel strategy and expanded premium luxury offerings.

The acquisition will also allow LuxLexicon to leverage Carousell Group’s expertise in online re-commerce and overseas expansion for future growth. LuxLexicon will continue to be led by its founder, Florence Low, and operate as its own brand, retaining its name, retail space, and team.

Join us this coming 26 June for Content360 Hong Kong, a one-day-two-streams extravaganza under the theme of "Content that captivates". Get together with our fellow marketers to learn about AI in content creation, integration of content with commerce and cross-border targeting, and find the recipe for success within the content marketing world! 

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