Poshmark is now officially teaming up with fellow apparel brands and retailers for the first time with the debut of its Brand Closet program, already launching partnerships with Lucky Brand, Free People and beauty brand Dose of Colors.
Brand Closet allows brands to directly connect, interact with and sell to Poshmark’s community of more than 80 million users via a suite of social merchandising tools. Given the concentration of Gen Z and millennial shoppers on the platform, brands using it may have a new opportunity to get more product in front of newer consumers, offer limited-edition collections to shoppers or even clear inventory.
The peer-to-peer marketplace, which went public earlier this year and has recently expanded into major markets like Australia and India, has been piloting the program since 2020, and is now opening it for additional brands and retailers to join. Denim leggings brand Hue will be the next business to launch on the resale platform.
“We are thrilled to open our social marketplace more widely to brands, empowering them to build loyal, lasting connections with a coveted audience, tap into a new sales channel, and bring shoppers the kind of personalized service that is all too rare in e-commerce,” said Manish Chandra, founder and CEO of Poshmark. “By connecting brands directly to our community of highly engaged, deeply passionate shoppers and re-commerce enthusiasts, we’re building a stronger, more vibrant marketplace—it’s a win for everyone.”
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Poshmark says that 79 percent of its buyers have purchased a brand for the first time on the marketplace. And brands have growing incentive to team with Poshmark based on the overall resale landscape. According to ThredUp’s latest survey, used apparel sales are projected to reach $77 billion in five years.
As part of the Brand Closet program, Poshmark offers brands social merchandising features such as the Drops Soon feature, which aims to drive engagement and conversion by hyping upcoming products. Additionally, the My Shoppers tool enables one-on-one clienteling, while users can use Posh Stories and Listing Videos to showcase new arrivals and inspire shoppers.
The program also includes “Official Closet” placement on a brand’s Poshmark page; targeted push and email campaigns to drive repeat engagement, and branded Posh Parties to encourage brand discovery.
Brands within Brand Closet can leverage Poshmark’s proprietary inventory management tools to support high-volume selling, third-party shipping and logistics integration support with partners such as CommerceHub, and the marketplace’s customer success teams.
“Our social marketplace now supports sellers of all sizes, from new sellers to professional resellers to large-scale brands, and we want to empower each and every one of them to be successful on Poshmark while fueling a more circular shopping engine,” said Tracy Sun, Poshmark co-founder and senior vice president of seller experience. “We’re just getting started, and I’m excited to build this program and ensure that all sellers can thrive on our platform.”
The launch comes as the marketplace continues to build out its own platform to assist its sellers in engaging buyers and bolstering their inventory capabilities. Last month, Poshmark unveiled the My Shoppers tool, enabling individual sellers to apply personalized experiences to buyers, and even give them more specific offers in an effort to generate a sale.
Sellers can move these potential buyers through the sales funnel by sending promotional discounts and messaging or personalizing merchandise. For example, a seller can send a comment to past buyers, prompting them to access a 40 percent discount if they add the item being promoted to their bundle.
Alongside My Shoppers, Poshmark launched Closet Insights, a dashboard that provides sellers with real-time day-to-day inventory, sales, merchandising and pricing data.
Poshmark also is taking the concerns about resale more seriously as it expands, buying virtual sneaker authentication firm Suede One earlier in October. The company said Suede One’s authentication capabilities will complement Posh Protect, its full refund guarantee for items that fail to match its listing description, and Post Authenticate, the free authentication service for orders of $500 or more.