How Tecovas Launched a Thriving Resale Platform in Under a Month

In record time, Tecovas partnered with Treet to launch Tecovas Trading Post, a peer-to-peer resale platform that seamlessly integrated into their brand ecosystem. The response was immediate and overwhelming—nearly 500 resale listings on day one and $87K in resale revenue within six weeks. By leveraging Treet’s resale expertise, Tecovas not only provided a trusted marketplace for pre-owned boots but also strengthened customer loyalty, increased lifetime value (LTV), and enhanced the overall shopping experience.

Building a Marketplace That Feels Like Home

Tecovas customers had long been engaging in informal resale through Facebook groups and third-party marketplaces. Recognizing an opportunity to bring this resale activity in-house, Tecovas set out to create a brand-aligned, customer-centric platform that provided a seamless and trusted experience. The goal? Extend their promise of radical hospitality into resale while reinforcing the craftsmanship and longevity of their products.

Why Treet?

Tecovas needed a partner that could move fast and provide a turnkey solution without burdening internal teams. Treet delivered:

• Lightning-fast implementation – Tecovas Trading Post launched in just 32 days, allowing the brand to capitalize on peak Q4 shopping season without disrupting internal operations.
• No developer resources required – The integration was handled entirely by Treet’s team, meaning Tecovas could focus on customer engagement and branding rather than technical execution.
• Future-proof flexibility – The platform allows for future brand-direct inventory sales, giving Tecovas an easy way to manage excess stock or returned items without deep discounting.

“Treet enabled us to launch our resale site in under a month without requiring any developer resources on our end, ensuring we were live in time for Q4.”
- Kara Silver, Senior Director of Digital

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Results That Speak for Themselves

The success of Tecovas Trading Post was evident from the start:

• 500+ peer-to-peer listings at launch – A strong indicator of existing demand and immediate customer engagement.
• $30K GMV in the first week – Demonstrating both seller enthusiasm and buyer trust right out of the gate.
• $400K+ in attributed resale revenue in the first 6 months – Validating resale as a powerful revenue channel.
• 62% of sellers opted for store credit over cash – Showcasing customer loyalty and an appetite for reinvestment into the brand.
• 70% increase in AOV when using Treet credit – Customers are not only returning but spending significantly more when using their resale earnings.
• 141% average additional spend over store credit amount – Buyers are willing to pay beyond their credited amount, leading to higher order values and deeper brand affinity.
• 112X ROI in the first 6 months – Proving resale isn’t just an ethical move—it’s a financial growth lever.

By keeping resale within the Tecovas ecosystem, the brand deepened engagement with existing customers while welcoming new ones who sought entry into Tecovas quality at a lower price point.

“Our resale site, Tecovas Trading Post, extends Tecovas’s promise of radical hospitality well beyond purchase, showcasing the longevity and value that exists in our finely crafted products even years later.”
- Krista Dalton, Chief Marketing Officer

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Executing a Winning GTM Strategy

Tecovas Trading Post’s go-to-market strategy was designed to ensure an engaged launch:

• Soft launch for loyal customers – By allowing dedicated Tecovas customers early access to list items first, the platform launched with an authentic, built-in community.
• Transparent communication – Tecovas made a concerted effort to explain the purpose and pricing structure of Trading Post, reinforcing trust and adoption.
• Branded experience – Treet maintained Tecovas’s premium identity by carefully aligning site design, imagery, and messaging with the brand’s look and feel.
• Ongoing engagement tactics – Tecovas continuously educates customers on how to list and shop on Trading Post through email campaigns, social media, and site integrations, ensuring consistent growth and participation.

Customer sentiment validated the approach. Sellers loved the ease of listing, and buyers appreciated the opportunity to find rare or discounted styles in a trusted environment.

Looking Ahead: The Future of Tecovas Trading Post

Tecovas is making resale a central part of its long-term growth strategy. The Trading Post isn't just an experiment—it’s becoming a cornerstone of the brand’s sustainability efforts, extending the lifecycle of products while reinforcing Tecovas’s commitment to craftsmanship and waste reduction.

Resale will become integrated into Tecovas’ marketing strategy, making it a natural part of customer communications and increasing awareness. As the platform expands, Tecovas sees it as an opportunity to introduce new customers to the brand while giving loyalists more ways to engage. With store credit usage driving higher average order value, Trading Post is proving to be a valuable revenue stream and retention driver. Optimizing the resale funnel will be a key focus moving forward, ensuring even greater customer re-engagement.

“Our customers have embraced the platform, appreciating the seamless and reliable resale experience.”
— Jessica Stilley, Product Manager

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Advice for Fashion Brands Considering Resale

For brands looking to enter the resale space, Tecovas’s success highlights a few essential lessons. Resale works best when it aligns with existing customer behavior—if shoppers are already reselling on third-party platforms, bringing that activity in-house strengthens brand control and loyalty. Prioritizing the customer experience is just as important, ensuring resale is as seamless as a traditional e-commerce purchase with a frictionless UX.

Launching with intention is another key factor. A structured rollout, a well-planned soft launch, and clear communication can drive strong adoption and long-term success. Finally, tracking the right success metrics—beyond just revenue—helps measure resale’s true impact. Higher customer lifetime value, repeat purchases, and stronger brand affinity all signal a thriving resale program.

With Tecovas Trading Post proving to be more than just a sustainability initiative, it’s clear that resale is a powerful business driver. And with Treet as a partner, the potential for growth is only expanding.