Online sneaker platform steps into new merchandising strategy

Dan Berthiaume
Senior Editor, Technology
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Goat is expanding its assortment and moving beyond resale.

Launched in 2015 as an online marketplace for the sale and resale of sneakers, Goat is adding apparel and accessories to its product assortment. In addition, the e-tailer is moving beyond its current resale model by now working directly with retailers and boutiques around the world to procure supply at retail price. 

Brands offered for direct retail sale include contemporary labels such as Acne Studios and Maison Margiela, streetwear labels Off-White and Stussy, and luxury labels Gucci and Saint Laurent, among others. Goat has added over 50 new brands to its product catalog, with additional new offerings coming before the end of the year. 

Apparel and accessories are currently only available on Goat’s Android and iOS apps, but will be coming soon to the company’s e-commerce site and its WeChat mini program in China.

"Goat has always served a community of individuals aspiring to be the greatest," says Eddy Lu, co-founder and CEO of Goat Group. "When we first launched Goat, we focused only on sneakers to ensure we provided the best experience for our customers. Paramount to that was our authentication, product depth and discovery journey. Without these pillars, we would not be able to offer the experience we believe is necessary for someone to find a style that embraces their uniqueness and self-expression."

Goat Group (Goat refers to the sports acronym for Greatest of All Time) was founded by college friends Eddy Lu and Daishin Sugano. In February 2018, it acquired cult-fave sneaker consignment retailer Flight Club, which operates three stores selling rare and coveted sneakers in New York, Los Angeles and Miami. In February 2019, Foot Locker made a $100 million minority investment in the company.