European consumer-to-consumer (C2C) fashion retailer Vinted has entered the Canadian market in an effort to help more people shift towards circular fashion.

The expansion into Canada comes after the company raised €250m ($305m) earlier this month to facilitate its expansion into new markets and invest in products and people.

Consumers can buy and sell apparel and accessories they no longer use through an app available for both iOS and Android.

The platform enables all genders and age groups to interact and trade their pre-loved fashion items.

According to research carried out by Vinted in December, more than a third of Canadians had already purchased pre-loved fashion items, with 45% of respondents preferring to repurpose used clothes rather than discarding them.

Vinted CEO Thomas Plantenga said: “To us, Canada is a great market fit and an exciting next milestone on our mission to make second-hand fashion the first choice worldwide.

“We know that Canadians are increasingly interested in the circular economy or considering trading second-hand apparel in the next months, thus reducing their fashion footprint for the greater good.

“We also see that the motivations to buy and sell pre-owned fashion are similar to those of our European markets, so we’re confident that the benefits and convenience of Vinted will translate.”

Headquartered in Vilnius, Lithuania, Vinted has 45 million members across 13 markets, including the US, the UK and France. It currently employs more than 700 people.

Last October, authenticated luxury consignment marketplace The RealReal partnered with luxury fashion brand Gucci to launch an online shop.

The online shop would feature pre-loved Gucci items that would extend the company’s products’ life, as well as contributing to its sustainability goals. 

The partnership was intended to encourage luxury fashion circularity and support a circular economy.