Circular business driven by resale
– Thomas Vangsgaard, CEO, Spejder Sport
Customers who have purchased an item from Spejder Sport can sell it back within three years of the purchase date. In return, they receive a gift card worth an average of 30% of the original purchase price. So if a customer paid DKK 1,000 for a shirt, they get a DKK 300 gift card in return. Customers can also, based on an in-store assessment, sell back products not bought within the last 3 years, or even outdoor brands not originally purchased at Spejder Sport.
Customers log in to spejdersport.dk to see the resale value of their past purchases. In-store, staff can also instantly provide resale value and accept the returned items. The gift card is issued immediately and can be used toward a new purchase. If customers use the online flow, they receive a QR code for package drop-off. As soon as the parcel is scanned by the shipping carrier, the customer receives their digital gift card.
When used items arrive at Create2STAY’s facilities, they are washed, repaired if needed, and prepared for resale. Products are listed on spejdersport.dk/second-hand, where secondhand items are fully integrated into the product catalog. Customers can shop new and used in the same basket. All secondhand products are sold with full warranty and the same customer experience as new products.
A key element is integrating resale into the loyalty program. One of the value-added services is the Trade-In Guarantee, which ensures that customers are always aware of the resale option. It is promoted through social media, email marketing, and in-store communication.
“Spejder Sport is owned by 30,000 scouts, and we have a responsibility to make a difference for the climate. That’s why resale comes naturally to us – every secondhand item in circulation significantly reduces the industry’s climate impact.”
- Thomas Vangsgaard, CEO, Spejder Sport
THE RESULTS
🍁 31% of customers buy both new and secondhand in the same cart
🍁 Customers who sell back items increase their lifetime value, averaging 14 total orders across new and used
🍁 For every DKK 100 in gift cards issued, customers spend an additional DKK 239 on their next purchase
🍁 Secondhand items are sold at an average 60% discount compared to the original retail price
🍁 42% of secondhand buyers are new customers
Spejder Sport Second Hand launched in February 2024 and quickly became one of the most visited categories on the webshop.
From March to June 2025, resale orders increased by 70% compared to 2024.
While Second Hand sales mainly happen online, Spejder Sport ran a pilot in 2025 to test resale in-store. In their Aarhus store, all customers were informed about the Buy-back Promise, and secondhand items were displayed alongside new ones.
3.8% increase in conversion rate
1 extra item per basket
11% of revenue from secondhand sales
New items grew by 20% like-for-like
“We saw a very positive effect from combining Second Hand and new items in-store, and we’ll continue testing this in more locations. It creates an exciting, ever-changing environment. Customers informed about the Buy Back Promise convert better. We're attracting a new audience through Second Hand, and many will go on to buy both new and used. It's a highly cost-effective way to acquire new customers.”
– Thomas Vangsgaard, CEO, Spejder Sport