Beni is not only changing how consumers discover resale fashion apparel, footwear and accessories, but the app is also changing how shoppers buy products. The app’s tagline, “Shop you style, secondhand,” also zeros in on how personalized the experience is for consumers.
The app searches more than 40 resale marketplaces. Users can upload a photo or use a screenshot, and Beni will search for the closest match. Consumers can shop from Instagram. They can also curate a shop of items and follow other curators.
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Here, Kate Sanner, CEO and founder of Beni, tells Sourcing Journal why she launched the app, how it works and the value it brings to the market.
Sourcing Journal: What was the exact “aha” moment or frustration that inspired you to start Beni?
Kate Sanner: The insight behind Beni was that people were being asked to work too hard to shop secondhand. You could find something you loved on a retail site in seconds, but finding it resale meant opening multiple tabs, trying different keywords and sorting through hundreds of listings.
The inventory already existed. The missing piece was making it easy to find.
My background is in consumer marketing, so I think a lot about what actually changes behavior. Asking people to make a more sustainable choice only gets you so far. That choice also has to work for their lives.
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