German Resale Infrastructure Startup Brandback Secures $7.4Million Funding

The company offers a seamless resale solution by integrating directly into online retailers’ baskets, listings and checkouts. This setup not only makes it easier for customers to resell items but also helps retailers generate new revenue streams.

By showing resale values at checkout, Brandback has been proven to improve conversion rates and increase customer loyalty through incentives like store credit.

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The resale market is booming, especially among Gen Z, who value sustainability, affordability, and personal expression. Nearly half of Gen Z shoppers say they prefer buying resale over new items.

With growing consumer demand for transparency and environmental responsibility brands are increasingly turning to resale to stay relevant.

Brandback’s model supports this shift, helping retailers tap into the resale trend while boosting performance through higher conversions and greater customer lifetime value.

“We’re building the resale infrastructure for a more sustainable and profitable retail industry,” said Chris Kilin, co-founder and CEO of Brandback.

“With Brandback, every purchase becomes an asset, empowering both consumers and retailers.”

Since its launch, Brandback has teamed up with global fashion brands like Replay Jeans and Sandqvist. Its AI-powered resale platform is built for quick and easy deployment, requiring minimal integration and no upfront costs.

Brandback offers a complete, ready-to-use solution that manages customer service, shipping, disputes, and payouts—so retailers can stay focused on their main business.

The platform is designed to work across various industries and is scalable across Europe and the US from day one. The company’s Seed round was led by Earlybird, with continued support from 9900 Capital.

The round also attracted strong support from the retail world, including members of the Benetton and Henkel families, a Printemps board member, and former senior executives from Adidas, Hugo Boss, Puma, and Meta.

“Recommerce is scaling fast, but operational complexity has kept most brands on the sidelines - at least until now. Brandback solves that with an elegant, AI-native platform that’s fully embedded into the checkout process of retailers. The team brings sharp execution and a category-defining product mindset. We’re thrilled to partner with them to help reshape the future of recommerce,” says Tim Rehder, General Partner of Earlybird.

With the new funding, Brandback aims to grow its go-to-market and engineering teams, strengthen its AI technology, and bring more global retailers onto its platform as demand for resale continues to rise.

About Brandback

Founded in 2023, Brandback helps online retailers boost conversion rates, customer lifetime value, and reduce return rates through embedded resale. By integrating directly into baskets, product listings, and checkouts, the platform makes resale scalable and profitable.