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  • Sarah Pinner

This September, Beni Challenges You To Try Secondhand!

Updated: Aug 31


In 2019 Oxfam launched the first “Secondhand September” campaign in the UK, encouraging people to shop secondhand to address the growing problem of over-consumption in fashion. The fashion and apparel industries contribute 4-10% of annual global greenhouse gas emissions. Accelerating the adoption of circular business models, like resale, is an important and powerful way to address this big problem.

The good news is that a lot has changed in the resale space over these past three years. Today, 93% of shoppers are open to buying secondhand (up from 45% when the campaign launched), brands with brand-owned resale offerings increased 275%, and popular shows like Love Island even swapped their style partner from a fast fashion retailer to eBay. We seem to stumble across a new resale site every week and many of our friends brag about their new thrifted finds.

But there is one thing that hasn’t changed: the process of secondhand shopping still… stinks. We bet that many of you, like us, have tried participating in some sort of “no-new-clothes”-type challenge in the past only to find that it took way too much time and effort to find something you actually wanted. As a result, only about 50% of shoppers actually purchase secondhand.



This is why we built Beni - the first tool that helps you find and buy the pre-loved items you actually want, when you want them, in the click of a button.

So, after months of developing our product and building partnerships with leading resale marketplaces, we are excited to officially launch Beni in conjunction with this year’s “Secondhand September.” We hope that with Beni, you feel empowered to join us in buying secondhand this September and every month after that. In fact, we are so excited to welcome the thrift-stars and thrift-curious alike to the wonderful world of resale that your first Beni find is on us! Yup, we will reimburse 20% (up to $20) of your secondhand purchase through Beni. Learn more here and be sure to follow us on Instagram @join_beni for updates throughout the month!

And remember: You don’t have to be a “perfect” secondhand shopper to be part of the recommerce revolution. For us here at Beni, it’s all about “Progress over Perfection,” in September and beyond. For Secondhand September this year, we invite you to join us and pledge to buy at least one more thing secondhand this September than you normally would. In fact, if each of us shifted just one out of every five purchases to resale, we would make a huge, positive impact on the planet. Our goal here at Beni is to make this shift so simple that it becomes a no-brainer.




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