Early childhood brand Lovevery launches online resale marketplace
A direct-to-consumer provider of educational playthings is providing a new option for families whose children outgrow their products.
Lovevery, a global early childhood brand headquartered in Boise, Idaho, is partnering with circular commerce platform Archive to introduce Lovevery Pre-Loved, an online resale marketplace for the company’s play kits and standalone products.
Shoppers can browse curated listings of authentic Lovevery products. Items bought on Lovevery Pre-Loved are eligible for the company’s replacement parts program, which allows for the purchase of any missing parts and pieces to make secondhand playthings whole again.
Sellers earn cash back once their items sell and every transaction is protected with secure payment processing and shipping support. As a give-back alternative to resale, Lovevery has partnered with ParentChild+, an early childhood education nonprofit dedicated to building school readiness and strengthening parent-child relationships in under-resourced communities.
"The Lovevery Pre-Loved marketplace is a natural extension of our commitment to longevity,” said Jessica Rolph, Lovevery co-founder and CEO. “Families can now give Lovevery products a second life through resale, or they can donate them to help bridge access gaps for families in under-resourced communities.”
Lovevery is debuting its new resale platform as data from consumer insights firm Consumer Edge indicates shoppers between the ages of 25 and 44 (prime demographic for parents of young children) increased their share of resale spending by over 6% year-over-year in 2024, with middle-income ($40,000 to $100,000) consumers emerging as a key growth driver as the stigma behind buying secondhand items decreases.
[READ MORE: Resale outperforms traditional retail; Grailed, Depop top resale sites]
"Lovevery is a market leader in early childhood development products, and Pre-Loved makes it easier than ever for families to pass on and discover their favorite products in a trusted environment., said Emily Gittins, Archive co-founder and CEO. "Together, we're expanding access to quality items, meeting parents where they are, and setting a new standard for circularity in the parenting space."
Lovevery provides early childhood products and educational content across more than 30 global markets. The company’s headquarters is in Boise, Idaho, with international teams based in Amsterdam, Netherlands and Hong Kong.
Archive is a technology platform that supports resale businesses for brands.
