Skip to main content

Canada Goose and Francesca’s Are Resale’s Latest Believers

Recommerce just won over two big brands.

Canada Goose announced the launch of its recommerce platform, Canada Goose Generations, adding to its sustainability efforts. Generations offers an authorized reselling platform that keeps Canada Goose‘s function-first outerwear and apparel in circulation, giving them a second, third and fourth lifetime.

Consumers can use Generations to trade in their Canada Goose outwear and apparel as well as shop an assortment of styles, heritage pieces and limited-edition items. The curated offerings pay homage to decades of care and craft, featuring vintage pieces from the brand’s 65-year archive that will frequently drop pre-owned items from consumers and refreshed Canada Goose products. Trove, the white-label recommerce operating system provider that works with Lululemon, Patagonia and Eileen Fisher, powers the new site.

“Canada Goose Generations is our purpose in action—a tangible and meaningful way to keep the planet cold and the people on it warm,” Carrie Baker, president of Canada Goose, said. “We build products that last a lifetime and each one has a story to tell. Generations extends their collective tale while minimizing their environmental impact.”

Canada Goose Generations is driven by the brand’s purpose platform, HumanNature, which unites its sustainability and values-based initiatives. Canada Goose first got moving in the circular economy through its Resource Centres Program, which has provided excess fabrics and materials to communities in Canada’s North since 2009, complementing its product warranty program and repair services. Generations directly supports the brand’s Sustainable Impact Strategy, helping to achieve its annual warranty waste goal.

Related Stories

Consumers can trade in their Canada Goose productions online at, where they will be assessed and authenticated in exchange for a Canada Goose gift card redeemable online and in U.S. stores. Generations launches first in the U.S., with plans to expand into Canada later this year.

The Forever Francesca’s platform allows customers to shop for secondhand apparel, shoes and accessories online and resell pre-loved items of any brand for shopping credit. Courtesy of Francesca’s

And Francesca’s Acquisition, a specialty retailer operating a nationwide chain of Francesca’s and Franki by Francesca’s boutiques, announced Forever Francesca’s, a 360-resale program powered by ThredUp, one of the largest online resale platforms. By leveraging Resale-as-a-Service (RaaS), Francesca’s will utilize ThredUp’s proprietary operating platform to allow its customers to shop secondhand products directly through its website and resell apparel for Francesca’s shopping credit.

Forever Francesca’s promotes circularity by encouraging customers to buy secondhand items and helping them extend the lifespan of their clothes in a few steps. First, customers can shop a broad selection of secondhand items from Francesca’s online at Second, customers can earn Francesca’s credit by sending in their pre-loved items; customers can generate a prepaid shipping label from the ThredUp site page, fill any shippable box or bag with their items and send it to ThredUp for free. Customers receive Francesca’s shopping credit for items that sell on ThredUp, which can be used in Francesca’s digital and physical stores. For a limited time, those who sell through Forever Francesca’s will earn an extra 15 percent shopping credit toward their next purchase.

“We are aware of the environmental impact apparel has on our planet, and our work with ThredUp in launching Forever Francesca’s is an important first step in doing our part to make a difference,” Jann Panish, chief marketing officer at Francesca’s, said. “Our Millennial and Gen-Z customers value their eco footprint but they also come to our boutique for a fun opportunity to find something unique—resale is the perfect blend of both of those experiences. This strategic alignment with ThredUp allows us to innovate how we go to market and offer customers unique product solutions that meet their shifting demand.”

It’s estimated that 36 billion clothing items are thrown away each year in the United States, 95 percent of which could be reused or recycled, according to EPA Clothing and Footwear Waste Estimates. ThredUp found that secondhand displaced nearly 1 billion clothing items purchased in 2021 that would have otherwise been bought new, its 2022 Resale Report said.

“As resale becomes more mainstream among brands and retailers, we’re honored that Francesca’s chose ThredUp’s RaaS to power its resale experience and trust us in their first step towards a more circular future,” James Reinhart, CEO of ThredUp, said. “Francesca’s customer demographic is the perfect candidate for resale, as Gen Z and Millennials are the ones largely powering resale’s growth.”