Sur La Table Launches Resale Site Second Servings

Sur La Table launched its own resale platform, named Second Servings, on May 15, 2024, allowing consumers to buy and sell pre-owned cookware and kitchen items. This initiative aims to make premium cooking products more accessible by offering items at prices potentially up to 70% lower than their new counterparts. The company positions this as a strategy to attract younger, budget-conscious customers and foster long-term relationships, rather than cannibalizing sales of new merchandise. CEO Dan Goldman stated that resale helps bridge the gap for consumers who aspire to own high-quality cooking products but may face financial barriers. Goldman, who joined Sur La Table in 2023, has prior experience in developing successful resale programs for brands like The North Face and Gap, where he observed the model's effectiveness in acquiring new customer segments. The introduction of Second Servings marks Sur La Table as a pioneer in the cookware category for brand-owned resale, following similar trends in fashion, toys, and bicycles. While secondhand cookware is already available on general marketplaces like eBay and Facebook Marketplace, brands are increasingly seeking to establish their own resale channels to control the customer experience and leverage their brand equity. Emily Gittins, CEO of Archive, the technology provider for Sur La Table's platform, noted that brands want to "own" the resale market when it's already active on other sites. Archive, which previously collaborated with Goldman on The North Face's Renewed program, customized Sur La Table's new resale site. The platform allows sellers to list items by looking up their SKU and providing product details. Second Servings initially enables sellers to list products before opening the site to buyers, ensuring a curated inventory. This move aligns with a broader industry trend where established retailers are exploring circular economy models to enhance sustainability and customer engagement. The platform's design aims to provide a seamless experience for both buyers and sellers, offering the brand's inherent trust and product information to the secondhand market. Sur La Table's strategy reflects a growing recognition among retailers that resale can be a significant revenue stream and a powerful tool for brand building and customer loyalty, especially among environmentally conscious consumers.