Circular business driven by resale
Spejder Sport
Spejder Sport has developed a circular concept called Spejder Sport Second Hand, which has become a central part of the company’s business model. The resale project is both commercially viable and resource-conscious — Spejder Sport Second Hand is profitable, with a gross margin of over 20%.
How Spejder Sport Second Hand works
Customers who have purchased an item from Spejder Sport can sell it back within three years of the purchase date. In return, they receive a gift card worth an average of 30% of the original purchase price — so a customer who paid DKK 1,000 for a shirt gets a DKK 300 gift card back. Based on an in-store assessment, customers can also sell back products bought more than three years ago, or even outdoor brands not originally purchased at Spejder Sport.
It’s that simple
Customers log in to spejdersport.dk to see the resale value of their past purchases. In-store, staff can instantly provide the resale value and accept the returned items — the gift card is issued immediately and can be used toward a new purchase. Customers using the online flow receive a QR code for package drop-off, and as soon as the parcel is scanned by the shipping carrier, they get their digital gift card.
Giving used gear a new life
When used items arrive at Create2STAY’s facilities, they are washed, repaired if needed, and prepared for resale. Products are listed on spejdersport.dk/second-hand, where secondhand items are fully integrated into the product catalog — customers can shop new and used in the same basket. All secondhand products are sold with full warranty and the same customer experience as new products.
The Buy-back guarantee
A key element is integrating resale into the loyalty program. One of the value-added services is the Trade-In Guarantee, which ensures customers are always aware of the resale option. It is promoted through social media, email marketing, and in-store communication.
Spejder Sport is owned by 30,000 scouts, and we have a responsibility to make a difference for the climate. That’s why resale comes naturally to us – every secondhand item in circulation significantly reduces the industry’s climate impact.
CEO, Spejder Sport
The results
31% of customers buy both new and secondhand in the same cart. Customers who sell back items increase their lifetime value, averaging 14 total orders across new and used. For every DKK 100 in gift cards issued, customers spend an additional DKK 239 on their next purchase. Secondhand items are sold at an average 60% discount compared to the original retail price, and 42% of secondhand buyers are new customers.
Secondhand is growing
Spejder Sport Second Hand launched in February 2024 and quickly became one of the most visited categories on the webshop. From March to June 2025, resale orders increased by 70% compared to 2024.
Resale in physical stores: a boost to experience and sales
While Second Hand sales mainly happen online, Spejder Sport ran a pilot in 2025 to test resale in-store. In their Aarhus store, all customers were informed about the Buy-back Promise, and secondhand items were displayed alongside new ones. The result: a 3.8% increase in conversion rate, 1 extra item per basket, 11% of revenue from secondhand sales, and new items growing by 20% like-for-like.
We saw a very positive effect from combining Second Hand and new items in-store, and we’ll continue testing this in more locations. It creates an exciting, ever-changing environment. Customers informed about the Buy Back Promise convert better. We're attracting a new audience through Second Hand, and many will go on to buy both new and used. It's a highly cost-effective way to acquire new customers.
CEO, Spejder Sport