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For a virtuous model of second hand proofing a circular economy!

After the success of the two “second hand” corners launched in 2021 in stores in Reggio Emilia and Rescaldina, KIABI, the leading French brand of fast fashion at small prices for all families, multiplies the model with 4 new corners: Giussano, Livorno, Padua and Vicenza are the protagonists.

In the last few years, the second-hand philosophy has become a veritable cult, practiced and hailed by an increasingly large and ethically responsible community.

KIABI corners are created within the sales area of the stores, 100% dedicated to used clothing, where customers can find unmissable occasions from different brands, carefully selected and constantly renewed to allow them to keep up with trends while equally respecting the environment and avoiding waste; all strictly always at small prices, in keeping with the DNA of the brand that has been a pioneer since 1978 in the democratization of fashion.

“Our aim is to help reducing the environmental impact of our supply chain by establishing New Life corners and launching the culture of reusing clothing in our stores; in Italy this is a new innovation and we want to be the first in the sector. It has been stimulating to implement this project and adapt the international format of the corners to Italian stores; where we don’t have to extend it to all physical stores, in the next few years we plan to reach the web as well where the second hand culture is now widespread. Recycling and reusing garments are indispensable for the good of our planet,” says Andrea Rollino, regional leader of the Commerce Department.

The data show clearly, in the past three years, the second-hand market has grown 21 times more than the traditional retail market, and this is also evidenced by the data recorded by KIABI regarding the two “New Life” corners opened in two stores last year:

  • The number of items per second-hand receipt is 2.2 in Italy vs average of 1.9 (average of countries where second-hand corners are present).
  • The % of hybrid receipts (= receipts containing both first and second-hand items) is 2.7% in Italy vs. average of 2.4% (average of countries where second-hand corners are present). This rate of 2.7% exceeds the goal that was set by the brand by 23 pts.

We talk about circular economy and fashion, even for the process where we consider not only the percentage of sales, but also the materials used and the entire production involving the “pre-loved” garment avoiding disposal and contributing to the reduction of pollution.

The model will soon be implemented with another important step: the “KIABI Bag.” It consists of giving the customer, who has been decluttering his or her closet, the opportunity to pick up in the New Life corner a specific BAG (which can contain from 10 to 20 garments in good condition, of any brand) fill it up and deposit it in an affiliated pickup point. Once the BAG has been received and its contents verified, the customer receives a €5 discount voucher valid on a €25 spend on first-hand items.  

The “second hand” service already exists in France, Spain and Portugal, and KIABI Bag will soon be launched in the two Iberian countries.

For ethical fashion in step with the times.


In 1978, in the north of France, KIABI revolutionized fast fashion through the concept of fashion at small prices for the whole family, creating a wide and versatile offer designed for all budgets, styles, and morphologies. 40 years later, the small French brand part of the AFM (Association Familiar Mulliez) group, which also owns Decathlon, Auchan and Leroy Merlin, among others, is now an international group present in 19 countries, with more than 25 million customers and 1.99 billion euros in sales achieved by 2021.