Grailed to Close Women’s Offshoot Heroine Resale – WWD


Menswear online resale destination, Grailed, is ending its women’s branch. Heroine, a women’s fashion and accessories resale platform founded in 2017, will officially go offline in early December.

The announcement to users today follows months of speculation about Heroine’s future, as the site didn’t seem to capture Grailed’s success and dedicated fan base.

Heroine, with her nostalgically scribbled logo and womenswear-centric content, had attempted to capture some of the stylish and label-conscious user base of Depop and The RealReal. But it failed to differentiate itself from Grailed, with the company now claiming that 68% of Heroin users are also active on Grailed.

“As the resale landscape continues to evolve, we see the need to invest more deeply in building top-notch user experiences and tools under a unified platform. With that in mind, we made the difficult decision to shut down Heroine, ”reads a letter to users that was sent today.

The site appears to be the first victim of the online resale boom, one of the few fashion retail categories to see sales sped up during the pandemic.

Since its founding in 2013, Grailed has grown into a trusted destination for second-hand men’s clothing and rare streetwear editions – a site where one can find rare jodhpur-style pants from a niche Japanese brand or a Supreme t-shirt from the brand’s earlier era. .

The consumer-to-consumer site, founded by Jake Metzger, Julian Connor and Arun Gupta (who is still the company’s CEO), has more than 3 million user-generated ads. But despite its dedicated follow-up and endorsement from the menswear community, Grailed’s operations are still relatively small compared to sites like The RealReal, Poshmark, and Depop, all of which were founded around the same time.

It looks like the founders of Grailed are hoping to change that. In September, Grailed took a $ 60 million Series B investment led by sneaker resale platform Goat Group, as well as the investment fund backed by Kering Groupe Artémis and a personal investment from Gucci CEO Marco Bizzarri. .

While Grailed appears to have benefited from the COVID-19 online shopping boom, Heroine hasn’t seen the same enthusiasm from shoppers. Grailed’s female user base is relatively small, making female categories a significant growth path, especially now with increased pressure from investors to expand operations.

“The landscape has continued to evolve over the past four years since the launch of Heroine and as a result we have seen a change that has brought more users of Grailed. In order to provide our entire community with top notch tools and experiences across all of our platforms, we have made the decision to close Heroine … and consolidate [it] under the Grailed brand, ”the letter reads to users.

Heroin users have until November 8 to complete transactions or migrate lists to the Grailed platform. After December 8, all transactions on the site will be deleted and Grailed says all user data from Heroine will be deleted and will not be sold to third-party entities.


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