While the second hand stands out as an alternative of sustainable consumption, brands no longer intend to stay away. FAUME, French startup specializing in the solutions of resale in white marque, embodies this desire to reconquer strategic. By allowing fashion and luxury brands to integrate the second hand into their own ecosystem, the company offers a direct alternative to generalist platforms such as Vinted or collective cloakroom.
The Fume model is based on a technical and logistical infrastructure dedicated to brands. These can thus launch their own resale platform, keep control of their image, fix their prices and preserve customer relations. This integration logic responds to a double imperative: enhance a high growth channel, while avoiding the brand dilution induced by external marketplaces.
The stake is far from anecdotal. In 2024, the second hand already represented 20 % of online fashion purchases, with growth twenty times higher than that of new. By 2028, the global used clothing market could reach $ 350 billion according to the Thredup study conducted with GlobalData. This value displacement obliges brands to structure their response under penalty of losing market share and strategic control.
Faced with this dynamic, Fume wants to establish itself as an industrialization partner. More than 45 brands have already deployed their offer via its platform, including Isabel Marant, Sister, Lacoste, Ba & SH, Aigle or Ami Paris. The model allows standardization of processes, a customer journey consistent with the requirements of new, and integrated logistics for recovery and resale operations.
To strengthen its technological advantage, FAUME plans to put in production in 2025 an artificial intelligence solution dedicated to Dynamic pricing. The objective is to automatically adjust the resale prices according to the historical data, the demand and the state of the product. This algorithmic approach should allow brands to better position themselves in the face of the price flexibility of marketplaces while preserving their margin.
The international dimension of the project also asserts itself. Already active in several European countries via its customers, Fume now sets up directly in the United Kingdom and Italy, with a first collaboration announced with the brand Victoria Beckham. The opening to these strategic markets marks a new step in its growth trajectory.
Founded in July 2020 by Aymeric Dégin, Nicolas Viant, Jocelyn Kerbourc’h and Lucas Patricot, Faume has already allowed the resale of more than 300,000 premium fashion pieces, including 40 % outside France, and claims to have avoided more than 4,200 tonnes of CO2 in 2024. The company has just raised 8 million euros from Amundi Private Equity Transition Daphni and Bpifrance via his Digital Venture Fund. This lifting aims to finance its European development, the deployment of its dynamic pricing AI and the strengthening of its teams, with the ambition to support 150 brands within four years.
