The resale phenomenon, already established in fashion, is now gaining ground in the design sector, opening new avenues for the circular economy. In this context, Molteni & C has partnered with Deesup – a digital platform specializing in the resale of high-end furniture – to launch its official channel dedicated to the sale of iconic pieces from past collections. The project, active since March and accessible at molteni.deesup.com, represents one of the first concrete applications of the Resale-As-A-Service (RAAS) model in the Made in Italy design scene, enhancing artisanal excellence through a sustainable proposal.
Through this new online showcase, it will be possible to purchase exclusive furnishing elements, such as armchairs, tables and sofas used in photographic sets or exhibitions, perfectly preserved. The initiative reflects Molteni&C's commitment to circularity, offering a second chance to quality products, managed responsibly throughout their life cycle. The project actively involves the entire distribution network, guaranteeing transparency and traceability.
“We are thrilled to collaborate with Deesup because we believe that circularity is an essential value for building a more sustainable future also in the world of design”, says Giulia Molteni, CMO of the Molteni Group. “With this initiative, we are not only extending the life of the furniture, but we are giving it a new home, keeping its artisanal integrity intact. It is a concrete way to make designer furniture more accessible and at the same time promote a culture of conscious and quality living”.
After its debut with Molteni&C, Deesup is preparing to extend its RAAS model to other brands interested in integrating sustainable practices. Thanks to a proprietary technology offered in white label, brands can activate resale channels completely in line with their identity and strategy. This innovative approach creates a virtuous ecosystem that protects the authenticity of products, while promoting the reduction of waste.
“Design is going through a phase of evolution, similar to that already seen in fashion, in which producers have a crucial role”, comments Valentina Cerolini, CEO and co-founder of Deesup. “We are proud of the trust that Molteni&C has placed in us and we want to offer our experience to other brands that want to move towards more sustainable consumption models. The market is changing: there is growing interest, especially among young people, in iconic design pieces that, thanks to resale, become more accessible without losing value”.
The benefits of resale are many: companies can reduce excess stock, limit overproduction and respond to regulations related to extended producer responsibility (EPR), concretely integrating ESG principles into their strategies. This transition represents a significant change compared to traditional linear models, helping to reduce the environmental impact of the sector. “Every piece of furniture has an environmental weight: just think that a plastic chair can generate up to 28 kg of CO₂, a three-seater leather sofa can reach 200 kg, while a double wardrobe exceeds 850 kg. Resale is growing rapidly and will increasingly be decisive in redefining the way we think about the life of design objects,” concludes Cerolin.
