Circulaire, the platform transforming how consumers shop for premium second-hand fashion, has undergone a major rebranding alongside the launch of its new app. Co-founders Emil Köpcke and Andreas Nylander explain how this fresh identity aligns with their vision to make pre-owned shopping more accessible and efficient than ever.
"We felt that it was time for a refresh of the branding to reflect our wider offering," said Andreas Nylander, Co-founder and CPO at Circulaire. "The original branding focused more on high-end vintage products, but now you can find everything from a military M-65 jacket from the ‘60s to vintage Stüssy and Chanel suits from the ‘70s. With the app launch, it felt like the perfect time to bring in this change."
The rebrand brings with it a new design aesthetic, one inspired by the concept of finding a "needle in the haystack." This analogy not only represents the thrill of discovering a rare vintage gem, but also highlights how Circulaire simplifies this process for users. Emil Köpcke, Co-founder and CEO of Circulaire, added, "We want Circulaire to feel more accessible to everyone—whether you're new to pre-owned shopping, a seasoned collector, or just someone hunting for a great deal. Our new branding reflects this inclusivity."
With over 200 stores already on board and plans to expand to 500 by the end of the year, Circulaire’s app aims to streamline the shopping experience. Users can now create watchlists for specific items, brands, or sizes, and the app notifies them when these items become available across Circulaire’s trusted retailers. Köpcke shared, "Many people in the pre-owned world have experienced the frustration of browsing through multiple retailers for hours. Now, with our app, Circulaire does the searching for you."
One of the standout features of the app is its ability to track price drops, allowing users to snag deals when their favourite items become more affordable. Nylander shared a personal experience, "I used the app to save more than £500 on an Aspesi jacket, and I’m currently tracking the price drops of my dream watch. That’s the kind of functionality we wanted for ourselves, and we’re thrilled to offer it to users too."
While the app focuses on simplicity and efficiency, Circulaire maintains a high level of trust and authenticity by working exclusively with retailers that guarantee the legitimacy of their products. Nylander mentioned, "Authenticity is key to our platform, and although we already partner with trusted retailers, we’re exploring ways to enhance verification directly through the app in future updates."
Beyond these initial features, the founders have big plans for the app’s evolution. "This is only the beginning," said Köpcke. "We’re planning to introduce more functionality tailored to the real gem hunters out there—those who love the thrill of the search but want it to be more efficient."
As Circulaire positions itself to become a go-to destination for pre-owned fashion, the rebrand and app mark a new chapter for the company. "Our vision hasn’t changed," said Nylander. "It’s still about making pre-owned shopping as easy as possible. With the app, we’re making it easier than ever before, and there’s so much more to come."
By merging style, efficiency, and trust, Circulaire’s new brand and app make pre-owned luxury fashion more accessible for all types of shoppers. Whether you're tracking down a rare vintage item or waiting for the perfect price drop, Circulaire aims to be your go-to platform for a smarter, more streamlined shopping experience.
Download the app now on App Store.