Poshmark partners with Coachtopia and EON for seamlessly online resale

Poshmark has partnered with Coachtopia and EON, a leader in Digital ID technology, for the resell of Coachtopia items via the online resale marketplace using the Coachtopia product’s unique Digital Passport.

The new partnership builds Coach’s and EON’s collaboration and sees products from Coachtopia, a sub-brand from Coach that focuses on circular craft and collaborative creativity, resold on Poshmark with just the click of a button. As Coachtopia products feature a Near-Field Communication (NFC)-powered Digital ID, it is easier for consumers than ever before to resale their products.

"Our goal is to make the resale process as simple and seamless as possible, empowering everyone to bring their closet online and participate in the circular economy," said Manish Chandra, founder and CEO of Poshmark, in a statement. "Poshmark's community has already kept more than 300 million products in circulation and out of landfills, and our partnership with EON will only amplify that impact, unlocking a new, efficient way for people to easily keep their Coachtopia items in circulation. Given Coachtopia's commitment to circularity in fashion, the partnership between our communities is a natural fit, empowering more people to embrace resale while generating invaluable insights for brands."

The new partnership sees Poshmark join EON Exchange, EON's partner marketplace that allows brands to integrate services directly into their products. Via the EON Exchange, brands can share product data with partners like Poshmark and gain insights into post-sale activities, such as resales, repairs, and recycling, offering both competitive advantages and full product traceability.

"We are thrilled to welcome Poshmark to the EON Exchange and make it just as easy for Coachtopia customers to resell their products as to buy them," said Natasha Franck, founder and CEO of EON, in a statement. "This partnership reflects the importance of an ongoing relationship between brands and customers, which no longer ends at the first point-of-sale. Now brands can drive continuous revenue, relationships and data across the entire product lifespan."

In order to resell a Coachtopia item on Poshmark, all consumers have to do is tap the embedded NFC tag with a smartphone. The reseller will then be directed to a comprehensive product page detailing the item’s environmental footprint, materials, design, and available circular services, including the option to resell. With one click, a pre-filled listing is generated on Poshmark, ensuring a smooth and efficient resale experience.

"The unique digital passport embedded in Coachtopia products is a critical element in our mission to pioneer circularity in fashion, providing visibility on each product's journey as it lives multiple lives—both for us as a brand and for our growing global community," said Joon Silverstein, SVP global marketing and sustainability at Coach and head of Coachtopia, in a statement. "I'm excited to extend our partnership with EON and Poshmark both to expand that visibility outside our own trade-in and resale platforms and to make it easier than ever for our Coachtopians to resell their products and help us build a better future for our industry."

Through the new partnership, Coachtopia will have access to near real-time resale data from Poshmark, including details on resold items and their sale prices, which will be added to the item's Digital ID, enhancing transparency, fostering consumer trust while providing Coachtopia valuable insights into the full lifecycle of its products.