Brandback Secures $7.4M to Scale Recommerce Platform
Brandback offers a seamless resale solution by integrating directly into online retailers’ baskets, listings and checkouts - © Brandback
Berlin-based startup Brandback has secured $7.4 million in combined Pre-Seed and Seed funding to expand its embedded resale infrastructure across Europe and the US. The round was led by Earlybird VC, with participation from existing investor 9900 Capital and notable retail industry figures.
The investor lineup includes members of the Benetton and Henkel business families, a Printemps board member, former executives from Adidas, Hugo Boss and Puma, plus a Meta board member, according to information from Startbase.
Turning Every Purchase Into a Tradeable Asset
Brandback's technology allows brands to integrate product resale directly into their online stores. Customers can see future resale values at checkout or receive incentives like store credits. This approach significantly boosts conversion rates and increases customer lifetime value.
"We transform every purchase into a tradeable asset – for customers and retailers," explains Chris Kilin, CEO and co-founder of Brandback.
Riding the Gen Z Resale Wave
The timing couldn't be better. Up to 48% of Gen Z consumers prefer secondhand over new items, driven by sustainability concerns, individuality, and cost savings. The online fashion resale market has doubled every two years since 2020, showing a compound annual growth rate of 43.4%.
Brandback addresses this trend with an AI-powered solution that's quickly integrable, scalable, and requires no upfront costs. The company handles all operational processes – from customer service and shipping to payouts – enabling even large brands to enter recommerce without additional effort.
Growing Client Base
Global brands including Replay Jeans and Sandqvist already use Brandback's platform. "Brandback helps us unite customer loyalty, sustainability and profitability," says Caroline Lind, Sandqvist CEO.
With fresh funding, Brandback plans to expand its go-to-market and engineering teams, enhance AI capabilities, and acquire new retail partners across Europe and the US.
"Recommerce is a huge market, but operationally too complex for many brands. Brandback offers an elegant solution with true plug-and-play mentality," notes Tim Rehder, General Partner at Earlybird VC.
The company's approach addresses key retail challenges around returns handling and associated costs.
