Circular vs Reflaunt
Reflaunt connects luxury brands to resale marketplaces. Circular helps brands run resale themselves — in their own stores, under their own brand.
Aggregation vs ownership
Reflaunt takes an interesting approach to branded resale: they connect luxury brands like Balenciaga, COS, and Ba&sh to a network of 30+ resale marketplaces including Vestiaire Collective, eBay, and Minto. When a customer wants to resell, their item gets distributed across these platforms.
For luxury brands who primarily want to facilitate resale without building their own infrastructure, this aggregation model makes sense. It's essentially a resale distribution network.
But aggregation means fragmentation. Your products end up on multiple third-party platforms, each with their own branding, pricing, and customer experience. You're enabling resale, but you're not owning resale.
Circular takes the opposite approach: bring everything in-house. One brand experience, one destination, full control.
The case for owning your resale channel
One brand, one experience
When resale lives in your stores and on your site, the customer never leaves your world. No marketplace confusion, no competing listings, no brand dilution.
Physical retail advantage
Your stores become resale destinations. Customers drop off items, browse secondhand, and buy new — all in one visit. Reflaunt's model doesn't touch physical retail.
Data you can use
When you own the resale channel, you know who's selling, who's buying, and what's moving. That data drives better decisions — not just for resale, but for your entire business.
Feature comparison
| Feature | Circular | Reflaunt |
|---|---|---|
| Focus | In-store branded resale for any brand with physical retail | Luxury resale technology and recommerce aggregation |
| Target market | Brands of any size with physical stores | Luxury and premium fashion brands |
| Resale model | In-store consignment + Shopify online sales | Peer-to-peer + marketplace aggregation (connects to Vestiaire, etc.) |
| Physical retail | Core focus — POS integration, signage, staff training | Minimal physical retail component |
| Item processing | AI-powered intake in your stores — photo to listing instantly | Peer-to-peer (sellers list their own items) |
| Where items sell | Your stores + your online shop | Distributed across multiple resale marketplaces |
| Brand control | Full control over pricing, curation, and presentation | Items may appear on third-party marketplaces |
| Customer experience | Unified — customer shops in your store or on your site | Fragmented — items spread across different platforms |
| Pricing | Pay-as-you-go, commission on sales, no setup fees | Custom enterprise pricing |
| Setup & launch | Full setup by Circular — live in under 30 days | Integration required with multiple marketplace partners |
When Reflaunt might be the better choice
If you're a luxury brand that wants to offer resale as a customer service feature — facilitating resale without running it yourself — and you want maximum reach across existing luxury resale platforms, Reflaunt's aggregation model does that well.
But if you want resale to be a revenue driver, a foot traffic generator, and a brand-building channel that you own end-to-end — Circular gives you the tools to run it yourself, in your own stores, from day one.
Own your resale, don't distribute it
See how brands are running in-house resale with Circular.