Northern Playground Is Launching Branded Resale - Powered by Circular
Northern Playground is officially launching Use More: Second Hand, a branded resale program that lets customers buy and sell used Northern Playground garments directly in their flagship store at Grünerløkka in Oslo. The service is fully powered by Circular Resale - the operating system for resale. This makes Northern Playground the first apparel brand to launch branded resale using Circular’s technology.
Why Northern Playground Is Launching Branded Resale
Northern Playground has spent years pushing for people to buy less and use the items they have longer. They’ve introduced repair services and designed garments built to last. But even durable clothing can become unused.
With Use More: Second Hand, they’re taking responsibility for the full lifecycle of their products - something customers increasingly expect from modern apparel brands.
This is branded resale in practice:
- The brand keeps its products circulating inside its own ecosystem
- Customers get a simple, trustworthy resale experience
- The garments stay in use longer
How the Service Works
The process is simple:
Register online via Circular
Customers book a drop-off time and register the item digitally.
Deliver the garment to the store
Items are checked and approved by the Northern Playground team.
Circular handles everything behind the scenes
- intake & product registration
- pricing
- seller communication
- payout
The seller receives 50% of the sale price
The money can be used in store or paid out to the seller
The end-to-end resale workflow is done in Circular, allowing Northern Playground to run their own resale service without the operational headache.
Why Brands Are Moving Toward In-House Branded Resale
As Einar Michaelsen, founder of Circular, explains:
“This is exactly what we’re building Circular for. Brands want to own their resale model. Northern Playground is early, but we expect branded resale to become as common as e-commerce in the coming years.”
Branded resale is growing fast for a few key reasons:
- You keep the full lifecycle of your products inside your own ecosystem Better experience, better control, better quality.
- It proves durability If your products can be resold, that’s the strongest validation a brand can offer.
- It increases loyalty and retention Customers come back - and new buyers discover the brand through resale.
- You capture value currently going to third-party marketplaces Instead of losing customers to external platforms, the value stays with the brand.
For many brands, resale is no longer a sustainability initiative. It’s a business model.
What This Means for Circularity in Fashion
Northern Playground’s launch signals a broader shift in the apparel industry:
- Retail is moving from linear to circular.
- Brands are taking ownership of their products’ second life.
- Technology is making resale scalable, predictable, and profitable.
- Branded resale is no longer an experiment. It’s becoming infrastructure.
FAQ: Branded Resale x Circular x Northern Playground
What is branded resale?
A resale model owned and operated by the brand itself - instead of third-party marketplaces.
Why is Northern Playground doing this?
To extend the life of their products and reduce the need for new production.
Who powers the technology?
Circular Resale provides the full resale operating system.
How much does the seller receive?
50% of the sale price when the item gets a new home.
Can other brands use Circular?
Yes - Circular is already used by retailers, consignment shops, secondhand chains, and apparel brands.
In Summary
Northern Playground is launching branded resale - and Circular is powering the service.
This marks an important step for the Norwegian apparel industry and a clear signal of where the market is moving: resale becoming a core part of a modern brand’s business.
If you’re a brand exploring in-house resale, book a meeting with Circular to explore how to design your resale programme