The news: Resale platform Vinted is making a big—and expensive—push to expand in the US, 13 years after it first tried to break into the market.
- The company will spend tens of millions of dollars over the next few months to establish a foothold in the market, CEO Thomas Plantenga told The Wall Street Journal.
- Vinted is starting with a campaign aimed at getting New Yorkers to clear out their closets to make room for new (secondhand) clothing.
Zoom in: As Europe’s largest resale marketplace, Vinted is confident it has the expertise and insights necessary to make its second foray into the US a success, despite stiff competition from players like Depop, ThredUp, and Poshmark.
- The company’s scale is a significant advantage: It generated more than $12 billion in GMV in 2025, as well as an estimated $1 billion in revenues—a 40% increase YoY—giving it both the infrastructure and the resources to support a major push into the US.
- Vinted’s decision to focus on the cost benefits and moneymaking opportunities that resale offers, rather than the environmental benefits, is also likely to resonate strongly with cash-strapped shoppers. The company’s first campaign is meant to educate consumers on the value of their unworn clothing, as well as the cost savings associated with buying secondhand.
The implications: The arrival of another resale platform points to US consumers’ growing appetite for secondhand shopping, although the habit is far less ingrained in the US than overseas.