Sur La Table is adopting the Patagonia playbook with its new resale site
If you can’t afford to spend hundreds of dollars on a copper pot from Sur La Table, the cookware retailer now offers another option: It’s launching a resale site where the same item could cost as much as 70% less. After fashion retailers embraced brand-owned resale , it’s starting to show up in more categories, from toys to bikes. Sur La Table is the first in cookware with its new platform,…
Sur La Table, a renowned cookware retailer, is introducing a resale platform called Second Servings to make premium cooking products more affordable. With prices up to 70% lower than their original cost, the site will allow customers to buy and sell used items ranging from sauté pans to espresso machines. Sur La Table CEO Dan Goldman explains that this initiative aims to bridge the gap between enthusiasts who love to cook and those who face financial barriers when purchasing premium cooking products.
The CEO further adds that the resale platform is targeted at bringing in younger, budget-conscious customers, who would otherwise be new to Sur La Table's offerings. By fostering lifelong relationships with these consumers, the company hopes to expand its customer base.
Although secondhand cookware is already available on platforms like eBay and Facebook Marketplace, brands are increasingly recognizing the value of owning their own resale sites. According to Emily Gittins, CEO of Archive, a technology platform that customized Sur La Table's new resale site, brands can better control the customer experience and provide all the necessary information about the products.
The Second Servings platform will enable sellers to list their products by providing SKU, answering a few questions, and adding photos. The platform automatically pulls up original photos and descriptions, including materials, care instructions, and the original price. The pricing for secondhand items ranges from 20% to 70% off the original price, depending on the item's condition, with most selling at a 50% to 70% discount.
Once an item is sold, the seller ships it to the buyer through a prepaid shipping label, and the seller receives either cash or store credit. Buyers pay for shipping. Sur La Table CEO Goldman emphasizes the sustainability benefits of buying secondhand, noting that it cuts carbon emissions by 80% compared to buying new items. He also highlights the unique durability of cookware, stating that some products are designed to last decades and can even improve over time.
By gathering data on the popularity and longevity of secondhand products, Sur La Table aims to gain valuable insights into what consumers value most, potentially influencing product design and durability.
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