RE-LOVED Green Cotton Group

How Green Cotton Group turns circular strategy into business growth and 50% new costumers.

Discover the RE-LOVED collection

RE-LOVED collection

RE-LOVED by Green Cotton

RE-LOVED Green Cotton Group

By Green Cotton is proof that resale, repair, and digital product passports can be both sustainable and growth-driving.

Green Cotton Group is proof that resale, repair, and digital product passports can be both sustainable and growth-driving.

How by Green Cotton turns circular strategy into business growth and 50% new costumers.

How Green Cotton Group turns circular strategy into business growth and 50% new costumers.

Green Cotton Group is proof that resale, repair, and digital product passports can be both sustainable and growth driving.

Pioneers in circular fashion and recommerce

The brand is among the first in Denmark and Europe to offer a fully integrated recommerce solution combining resale, repair infrastructure, and a digital product passport (DPP). This case shows how resale and repair can generate business value, meet consumer expectations, and stay ahead of upcoming EU regulations.

With Create2STAY’s integrated solution, the Danish brand is attracting new customers, increasing loyalty, and staying compliant with future EU requirements — all while keeping clothes in use for longer.

Key results on RE-LOVED

Green Cotton Group is among the first in Denmark and Europe to offer a fully integrated recommerce solution combining resale, repair infrastructure, and a digital product passport (DPP).

3.7% conversion rate on resale orders

Green Cotton Group achieves a 3.7% conversion rate on secondhand items, showing strong demand from customers.

50% of resale buyers are new customers

Half of all resale buyers are first-time customers, helping the brand reach new audiences beyond its existing base.

86% of resale orders include both new and pre-loved items

86% of orders combine new and secondhand products, increasing average order value and strengthening customer loyalty.

Smash Factor of 1.8 on gift card redemption

Customers spend 1.8 times the value of their resale gift cards when redeeming them, turning resale into a driver for new sales.

3.7% conversion rate on resale orders

Green Cotton Group achieves a 3.7% conversion rate on secondhand items, showing strong demand from customers.

50% of resale buyers are new customers

Half of all resale buyers are first-time customers, helping the brand reach new audiences beyond its existing base.

86% of resale orders include both new and pre-loved items

86% of orders combine new and secondhand products, increasing average order value and strengthening customer loyalty.

Smash Factor of 1.8 on gift card redemption

Customers spend 1.8 times the value of their resale gift cards when redeeming them, turning resale into a driver for new sales.

3.7% conversion rate on resale orders

Green Cotton Group achieves a 3.7% conversion rate on secondhand items, showing strong demand from customers.

50% of resale buyers are new customers

Half of all resale buyers are first-time customers, helping the brand reach new audiences beyond its existing base.

86% orders include both new and used items

86% of orders combine new and secondhand products, increasing average order value and strengthening customer loyalty.

Smash Factor of 1.8 on gift card redemption

Customers spend 1.8 times the value of their resale gift cards when redeeming them, turning resale into a driver for new sales.

“Resale has proven to be a valuable strategy for us. We are seeing not only high loyalty among our existing customers but also a significant influx of new ones. It feels meaningful to contribute to a well-being economy that benefits both people and the planet.”

June Harrild, Digital Manager, Green Cotton Group

RE-LOVED Green Cotton Group

Seamless resale integration

Green Cotton Group’s Re-Loved shop is built directly into the brand’s main webshop, so customers can buy and sell pre-loved items without leaving the brand universe. This creates trust, improves conversion rates, and keeps all data in-house.

Example of Digital Product Pass from By Green Cotton

Digital Product Passport with real value

Using Create2STAY’s Repair Flow technology, Green Cotton Group has implemented a digital product passport that meets upcoming EU requirements while providing full transparency to customers.

Each passport includes:

Material guide
Care instructions
Resale history
Repair access and records

Using Create2STAY’s Repair Flow technology, Green Cotton Group has implemented a digital product passport that meets upcoming EU requirements while providing full transparency to customers.

Each passport includes:

Material guide
Care instructions
Resale history
Repair access and records

Digital Product Passport

Repair network that cuts costs and CO₂

Green Cotton Group uses Create2STAY’s shared repair network to handle product claims more sustainably.

Replacement cost: 120 DKK + shipping + approx. 5 kg CO₂
Repair cost including possible shipping: 80 DKK
Savings: 40 DKK per case plus lower CO₂ emissions

The goal is to convert 50% of returns into repairs within one year.

Create2STAY ensures that resale, repair, and digital product passports work for both the planet and the bottom line.

Green Cotton Group uses Create2STAY’s shared repair network to handle product claims more sustainably.

Replacement cost: 120 DKK + shipping + approx. 5 kg CO₂
Repair cost including possible shipping: 80 DKK
Savings: 40 DKK per case plus lower CO₂ emissions

The goal is to convert 50% of returns into repairs within one year.

Create2STAY ensures that resale, repair, and digital product passports work for both the planet and the bottom line.

Explore Repair solution

Green Cotton Group offers repair solution

“We give our customers full transparency and make circular fashion easy to use. With the product passport, they can follow the entire journey of a garment - from materials and care instructions to repair when needed and resale when it is no longer in use.”

June Harrild, Digital Manager, Green Cotton Group

RE-LOVED Green Cotton Group

Quotes & Source Highlights

Sanne Nørgaard (CEO, Green Cotton Group A/S): “Forbrugerne efterspørger ikke transparens – men der er stadig masser af værdi i produktpas.” (DM&T)

June Harrild (Digital Manager): “Vi har en informationsdel, som kommer til at skulle opfylde EU’s krav … Den tredje del er gensalg …” (Branchebladet TØJ)

DPP-compliance insight: EU’s Ecodesign-forordning kræver DPP for tekstiler fra 2027; det fremstår som et centralt redskab for transparens og cirkulær forretningsmodel. (DM&T)