Online resale platform ThredUp unveiled on Monday a full rebrand designed to strengthen its position as a leader in the now-mainstream secondhand market.

The overhaul introduces a redesigned user experience, an elevated visual identity, and a suite of AI-driven features that make shopping and selling more seamless and personalized.

“Since our founding in 2009, we've worked to transform how people think about and shop for secondhand clothing,” said ThredUp cofounder and CEO, James Reinhart.

“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. We're inviting more consumers to join us

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