Why bougie kids’ brands are racing to sell you secondhand goods

Resale used to be seen as a threat. Now companies like Woom, Lovevery, and Hanna Andersson have discovered it’s one of their cheapest customer acquisition channels.

Your four-year-old needs a bike. The cheap ones from a big box store will work, sure—but they’ll be heavy, clunky, and harder for them to learn on. The premium Woom bike weighs half as much—but it costs $400. You want the best for your kid, but do you want to drop that much for something they’ll use for a few months?

With a bit of internet sleuthing, you might come across an alternative. There’s a 50,000-person........

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