With the acquisition of The Vintage Bar, a marketplace for second-hand fashion, the Danish fashion platform Miinto is strengthening its circular ambitions: 25% of sales must be second-hand by 2025.
Appealing to generations Z and Y
Miinto, the Danish platform that brings physical fashion boutiques online, is taking over The Vintage Bar, a marketplace and social platform for second-hand luxury fashion, with more than 250,000 members and 620,000 followers on Instagram. This takeover should set Miinto on its way to becoming a leading player in the ‘pre-loved’ fashion market. The ambition is “25 in 25”: 25% of the gross merchandise volume must be circular by 2025. Today it is 5%.
As a c2c marketplace, The Vintage Bar will play a central role on the platform to realise these ambitions. The offering of more than 100,000 second-hand items will become available on Miinto, which wants to strengthen its brand positioning with generations Z and Y. Although both platforms continue to operate separately, they will share a common back office and exchange best practices. Users will have access to a range of circular initiatives such as rental, exchange, repair, donation and excess inventory.
