How Poshmark and Lulu’s Partnership is Revolutionizing the Second-Hand Fashion Market in 2026

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[The Guroo=Reporter Hong Seong-il] Naver-owned resale marketplace Poshmark has partnered with U.S. women’s fashion brand Lulus (Lulu’s Fashion Lounge Holdings, Lulus). After strengthening its returns and seller services, Poshmark is now expanding its marketplace by adding popular brands.

On the 25th, industry sources said Lulus signed partnerships with Poshmark, rental subscription service Nuuly, and department-store chain Von Maur. Through these collaborations, Lulus plans to attract new customers, grow the brand, and diversify its sales channels by expanding distribution.

Lulus will team up with Poshmark for resale and with Nuuly for apparel rentals. It also plans partnerships with department stores including Von Maur, Dillard’s and Nordstrom, and will expand collaborations with other brands such as Dingo 1969, Hunter, Jessica Simpson, Reebok and Lulus Jeans.

By partnering with Poshmark, Lulus aims to enter the secondhand market and build a sustainable, circular model.

A Lulus spokesperson said, \”Working with Poshmark and Nuuly not only expands our reach but also aligns with consumer trends. We will continue to offer clothing that matches what’s trending.\”

Naver announced in October 2022 that it would acquire Poshmark for $1.2 billion (approximately 1.6 trillion KRW). The acquisition closed the following January. Despite last year’s headwinds—rising advertising costs and broader market uncertainty—Poshmark maintained steady growth and posted an annual operating profit.