Resale as Revenue: How Nooworks Turned Community Demand into 110X ROI

Nooworks saw a growing demand for past-season prints, but without an official resale solution, customers were turning to third-party platforms and fan-run buy/sell/trade groups. To create a seamless, secure, and engaging space for their community, Nooworks launched Nooworks Full Circle in partnership with Treet. This case study explores how Nooworks leveraged branded resale to extend product lifecycles, strengthen brand loyalty, and drive measurable business growth.

The Challenge: Meeting Customer Demand Sustainably

With limited edition, artist-created prints and a strong commitment to size inclusivity, Nooworks has developed a dedicated customer base that sees its pieces as more than just clothing; they are collectibles. However, as their community grew, so did the demand. Fans wanted past prints, but once an item sold out, it was gone. Customers resorted to finding Nooworks secondhand through Buy/Sell/Trade (BST) groups and third-party platforms, where Nooworks had no insight and no way to engage with those buyers.

Nooworks needed a solution to keep their products in circulation while bringing those secondhand sales back into their ecosystem. They also wanted a way to make resale seamless, sustainable, and most importantly, aligned with their vibrant community.

The Solution: Nooworks Full Circle

In October 2021, Nooworks launched Nooworks Full Circle, a peer-to-peer resale marketplace powered by Treet. This gave customers an easy way to buy and sell Nooworks pieces directly from like-minded fans within the brand’s ecosystem. As an extra perk to participate in Nooworks Full Circle, sellers could now select store credit at 100% of their resale value to put toward a current season’s print.

Key reasons Nooworks chose resale with Treet:

• Satisfying Demand for Past Collections: With customers actively hunting for past prints, Nooworks Full Circle provided a much easier way for customers to search and filter for specific styles, sizes and print. Treet’s proprietary “in search of” feature also helped match prospective buyers and sellers.
• Creating a Safer Buying & Selling Experience: Unlike informal BST groups, Nooworks Full Circle gave customers peace of mind with a brand-verified and protected resale experience, and simple shipping and payout structure.
• Driving Sustainability Through Circularity: By extending the life of their garments, Nooworks was able to further its commitment to sustainability in a way that aligned with its customers' values.
• Maximizing Value While Managing Costs: As a smaller business, Nooworks was mindful of SaaS pricing but found that the return on investment justified the cost, thanks to the program’s high engagement and revenue generation.

By keeping resale in-house, Nooworks built a system that rewarded customer loyalty while keeping their most-loved designs in circulation. No more missed prints and lost revenue, just a seamless way for customers to refresh their wardrobes while staying connected to the brand they love.

‍The Results: A Thriving Circular Economy

Since launching Nooworks Full Circle, the results have been nothing short of incredible.

• 110X ROI: Resale isn't just a sustainability play, It is an impactful revenue driver.
• 22% Net New Users: A fifth of resale buyers are new to the Nooworks brand.
• 1.3 M+ Resale Site Visits: Proving just how much demand there is for secondhand Nooworks.
• 204% Average Spent Over Credit Codes: Sellers aren't just cashing out, they are reinvesting in the brand.
• 64% of Sellers Choose Brand Credit Over Cash: Driving customer retention within the Nooworks ecosystem.

Leveraging Resale Data to Inform Future Collections

One of the most exciting advantages of Nooworks Full Circle is its ability to provide real-time insights into customer preferences. By monitoring which items are reselling the fastest and which prints shoppers keep coming back for, Nooworks uses resale as a powerful tool for shaping future collections.

Treet’s resale dashboard gives Nooworks a direct look at:

• The most in-demand prints and styles, proving which designs have lasting appeal.
• How frequently certain pieces are being resold, helping gauge product longevity.
• What customers are willing to pay for older items, reinforcing the value of their designs.

This data provides invaluable insight should they choose to re-release popular prints, adjust future production to align with in-demand styles, or create new designs inspired by bestsellers. By using resale as a predictive tool, Nooworks is ensuring that their future collections are shaped by what their customers truly love and want more of.‍

What Nooworks Had to Say

“We absolutely love seeing these garments that we’ve loved creating stay in circulation through Treet. We like to think we are creating future vintage, not future landfill.” - Jennifer D'Angelo, Founder & CEO of Nooworks

“Treet holds a space for our items to become collectors pieces, giving them back their value instead of losing it. The ultimate win-win for our customers and the planet” - Nicole Wynn, Director of Operations at Nooworks

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The Future of Nooworks Full Circle

Nooworks is proof that resale can match the vibrancy of the rest of their brand. With over 1.3M consumers exploring Nooworks Full Circle, it is clear that their community agrees. Nooworks Full Circle is more than just a resale platform; it is a strategic asset that enhances customer engagement, extends product life cycles, and drives incremental revenue to the brand.

For brands looking to build a resale program that works, Nooworks Full Circle is a best in class example of aligning brand ethos and design with delivering a strong customer experience, and the results speak for themselves.