ELSK – responsibility as a business

When responsibility feeds loyalty and brings 46% more customers.

ELSK was founded in Thy in 2013 with the goal of creating fashion with care. The philosophy is simple: products must be of high quality and durable, and production must respect both people and nature.

Discover RE.ELSK

RE-LOVED collection

Genuine honest fashion

ELSK works closely with dedicated European manufacturers and invests in transparency, integrity, and honest communication. The brand is also B Corp certified, which means they have a legal commitment to creating positive and sustainable change.

As part of 1% for the Planet, ELSK donates at least 1% of their annual revenue to environmental protection, and through Re.ELSK, they give their collections a new life with customers.

Today, ELSK produces clothing for women, men, and children. Collections are available online, at retailers across Europe, and at the ELSK Kiosk in Thisted.

Resell as a strong business line

With Create2STAY’s resell solution, ELSK has made resale a natural part of their business. The results speak for themselves when comparing 2025 with the same period in 2024.

57% growth in order value

Resale is growing fast while new sales also rise, proof that the channels complement each other, not compete.

46% of resale buyers are new customers

+15% more first-time customers. The share of new customers now reaches 46%, while the loyalty program shows high voucher redemption.

Increasing loyalty

+74% in trade-ins. More customers actively engage with RE.ELSK, returning their used items to the brand. They add 1,64 times the value when redeeming their rewards.

Less than 10% retuns

-23% in returns. Returns now sit below 10%, showing that customers are more satisfied and keep their purchases.

57% growth in order value

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

46% of resale buyers are new customers

+15% more first-time customers. The share of new customers now reaches 46%, while the loyalty program shows high voucher redemption.

Increasing loyalty

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

Less than 10% retuns

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

57% growth in order value

Resale is growing fast while new sales also rise, proof that the channels complement each other, not compete.

46% of resale buyers are new customers

+15% more first-time customers. The share of new customers now reaches 46%, while the loyalty program shows high voucher redemption.

86% orders include both new and used items

+74% in trade-ins. More customers actively engage with RE.ELSK, returning their used items to the brand. They add 1,64 times the value when redeeming their rewards.

Less than 10% retuns

-23% in returns. Returns now sit below 10%, showing that customers are more satisfied and keep their purchases.

These figures demonstrate that recommerce is not a side project but a real business opportunity that strengthens both revenue and customer relationships.

“If people knew how their clothes were made, they would probably stop buying the cheap stuff.”

Lars Riis, CEO, ELSK

RE.ELSK Collection

Discover RE.ELSK

RE.ELSK Collection

Repair is next step in circularity

From Q4 2025, ELSK expands their circular strategy with a repair service via Create2STAY. Customers can not only sell and buy used ELSK clothing but also have their favorite pieces repaired. This initiative helps to revive a culture of repair and extend the life of the products even further.

Repair flows

When “flaws” become art

Not all items returned to RE.ELSK meet the quality standards for resale. Some have stains or imperfections that prevent them from being sold. Rather than becoming textile waste, these items are transformed into unique wall art.

Each piece is handcrafted in collaboration with Inspired by Nature using textile remnants from ELSK’s production. The pieces are inspired by photographs of nature in Thy, resulting in one-of-a-kind artworks that demonstrate how even imperfect items can gain new life and value.

ELSK Kiosk in Thisted.

Buy Back widget on new products

ELSK makes it clear to customers what the value of their clothes is – even after use. On the webshop product pages, a small Create2STAY Buy Back widget shows what the item can be resold for when the customer no longer wears it. This means that even before purchase, customers get an idea of the product’s extended lifecycle and value.

With the Buy Back widget, resale becomes a natural part of the shopping experience, supporting both responsibility and customer loyalty.

ELSK proofs the future of fashion business

ELSK demonstrates that it is possible to build a healthy business on values such as transparency and responsibility. Resale and repair are not just good stories – they generate measurable results, reduce waste, and strengthen customer loyalty.

“RE.ELSK is not just a resale concept – it’s a unique way to build loyalty. I’m really proud of how many new customers we bring in through RE.ELSK and how actively they engage in our circular universe.”

Steffen Førgaard, Co-Owner & CMO, ELSK

RE.ELSK Collection

Discover RE.ELSK

RE.ELSK Collection

Quotes & source highlights

Handcrafted wall art – ELSK: Textiles that do not meet quality standards in Re.ELSK are transformed into unique wall artworks in collaboration with Inspired by Nature. (elsk.com/products/handcrafted-wall-art)

Lars Riis (CEO, ELSK): Insights on how ELSK builds a business based on responsibility, integrity, and quality. (SustainBusiness podcast: ELSK dit tøj med Lars Riis https://sustainbusiness.dk/elsk-dit-toj-med-lars-riis )

Awareness – ELSK: Page explaining the challenges in the fashion industry and ELSK’s choices and rejections regarding materials, certifications, and transparency. (elsk.com/pages/awareness)

B-Corp – ELSK: Certification confirms ELSK’s legal commitment to balance profit with social and environmental goals. (elsk.com/pages/b-corp)