ThredUp has debuted fresh branding and an array of new tools for buyers and sellers as the platform marks 16 years in operation, during which time resale has moved from a niche to the retail mainstream: an August 2025 Salesforce survey revealed that half of consumers said they would be likely to gift a resale item this holiday season, a 4% increase from May 2025.
A key element of ThredUp’s new corporate identity is the “infinity” emblem, representing the circularity inherent in secondhand. Formed from a “T” drawn like a thread, the new logo is meant to symbolize the thread that connects everyone to the circular commerce movement.
New buyer features on the platform, which has now been profitable for seven straight quarters, include:
- The Daily Edit: A personalized daily curation of 100 items to shop that’s refreshed every 24 hours to streamline discovery;
- The Trend Report: A weekly report identifying the fastest-growing shoppable trends;
- AI-powered discovery: Advanced search and dynamic shopping modules leveraging AI for personalized recommendations; and
- Enhanced listings: Improved and more numerous photos, with additional angles and zoom-in capabilities along with more accurate measurements to boost customers’ confidence in their purchases.
Improvements for sellers include:
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- Simplified clean out: Free Clean Out Bags, shopping credit and doorstep pickup;
- Increased transparency: Detailed tracking and better payout breakdowns for clearer visibility into earnings; and
- Improved item accuracy: Ability for sellers to flag incorrectly labeled items and see photos of rejected items, contributing to more precise listings.
“Since our founding in 2009, we’ve worked to transform how people think about and shop for secondhand clothing,” said James Reinhart, Co-founder and CEO of ThredUp in a statement. “This new brand identity, along with our enhanced AI features, is the next step in our evolution. It allows us to match our business reality with our customers’ expectations and make secondhand shopping and selling more seamless, personalized and inspiring.”
In May 2025 ThredUp made its Resale-as-a-Service (RaaS) technology free and open source and announced plans for a new peer-to-peer marketplace. Last month, ThredUp Chief Strategy Officer Alon Rotem revealed the factors fueling resale’s rise on the Retail Remix podcast.
