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09/20/2021

Hudson’s Bay pioneers online resale of baby gear

Dan Berthiaume
Senior Editor, Technology
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The Bay is partnering with Rebelstork to enable customers to buy and sell second-hand baby gear.

The online retail business of Hudson’s Bay Co. is putting a unique twist on the rapidly growing second-hand resale model.

The Bay, which spun off from Hudson’s Bay as a separate business in August 2021, is entering the baby gear resale industry through a partnership with Canadian startup Rebelstork. Rebelstork is North America’s first managed marketplace for the resale of overstock, open box and used baby gear, and The Bay is the first major North American retailer to launch a resale platform specifically aimed at buyers and sellers of baby gear.

Beginning Sunday, Sept. 26, customers will be able to obtain access to Rebelstork’s marketplace directly via thebay.com. The Bay customers will be able offer their baby products for sale to other baby gear shoppers, and also purchase second-hand baby items.

This partnership kicks off The Bay’s annual Baby Week Event on Sept. 25, 2021 with trade-in events at two Hudson’s Bay store locations: Guildford in Surrey, British Columbia, and Square One in Mississauga, Ontario. Customer can bring good-quality used baby and kids gear and trade it in for a gift card from The Bay.

Trade-in value will be calculated at the events on-site using Rebelstork’s resale calculator, which takes into consideration programmed qualifiers like age, condition, and operational state. Accepted products will be dated no earlier than 2017 and must be clean, operate well and be free of stains and fabric tears. Strollers must have working brakes, functioning safety straps and opens and closes correctly. Items that are older than four years will be donated to charity.

While they may not be specializing in used baby gear, a number of North American retailers have entered the second-hand resale niche in recent months. A few examples include Urban Outfitters, Ikea, Fabletics, and Rent the Runway. In addition, Etsy is purchasing U.K.-based fashion resale marketplace Depop for $1.6 billion.

[Read more: Survey: Second-hand retail sales will reach $77 billion by 2025]

"Last year, we began to reimagine our kids’ strategy at The Bay to elevate the entire shopping experience for families. From baby showrooms to our Rookie shops, we have evolved to be more relevant, more innovative and easier than ever to shop for all stages of childhood,” said Laura Janney, chief merchant, The Bay. “Our partnership with Rebelstork brings a whole new option to parents looking to make more sustainable choices for short-term product purchases, as well as options for those ready to part with gently-used items that kids have grown out of. We are very pleased to partner with Rebelstork in delivering this experience to our customers.”

“It’s no surprise that babies are expensive: parents can spend upwards of $10,000 to $14,000 every year, and many parents are only beginning to realize the significance that buying second hand or reselling gently used gear can have on the environment and on their finances,” said Emily Hosie, Founder and CEO, Rebelstork. “Our mission is to help families declutter, save and make money, and ultimately contribute to the circular economy.”

Hudson’s Bay operates 86 full-line locations and The Bay operates thebay.com featuring Marketplace. The Bay and Hudson’s Bay operate under the HBC brand portfolio. Founded in 1670, HBC is North America’s oldest company.