“Today, design brands have the opportunity to innovate the market by integrating resale in a strategic way. The collaboration with Molteni&C confirms that the sector is ready for this transformation,” Valentina Cerolini, CEO and co-founder of Deesup, tells Startupbusiness in announcing the collaboration with Molteni&C. With our proprietary Resale as a Service software, we have built a white label solution with a modular structure, which guarantees a high level of customisation and allows brands to maintain consistency with their positioning. Our goal is to support more and more companies in the transition towards a more circular and digital model, turning design into a lasting and sustainable investment”.
Molteni&C, historical and multinational excellence in Italian furniture and design, therefore entrusts Deesup, a marketplace specialising in high-end design and furniture, with the opening of its dedicated online resale channel. The platform, entirely managed by Deesup, was launched in March and is already operational. The agreement represents the first structured initiative of Resale-as-a-Service (RAAS) in the made in Italy, opening new horizons for the circular economy in one of the sectors of excellence of the Italian industry, design, recognised globally for innovation and quality. Resale-as-a-Service, which has already revolutionised the fashion industry, is being adopted by major brands to generate a concrete impact, and is now entering the world of design, bringing with it new opportunities for the circular economy.
On the official resale channel of Molteni&C powered by Deesup it is possible to purchase a selection of exclusive products from past collections, from shoots and exhibitions, such as the elegant chairs and iconic tables and sofas.
This step confirms Molteni&C’s commitment to the circularity of the production and distribution process, enhancing the craftsmanship and authenticity of products, available on the platform through sustainable management of the entire life cycle and involving the entire distribution chain.
“We are delighted to enter into this partnership with Deesup because we firmly believe that circularity is a fundamental component for a more sustainable future to be implemented in the world of design. With this initiative, Molteni&C reinforces its commitment, giving not a second life but a ‘first home’ to display furniture, which retains its handcrafted quality and continues to bear witness to the history of Italian design. By doing so, we contribute to making design excellence not only more accessible, but also more responsible and conscious, pursuing our goal of creating moments in which people can express the best of themselves, we encourage and inspire a culture of quality living,’ says Giulia Molteni, CMO Molteni Group, in a note.
Deesup is ready to make its RAAS platform available to all design brands that want to adopt more sustainable models. Through its proprietary software provided in white label mode, Deesup enables manufacturers to activate a resale channel perfectly aligned with their brand identity and positioning strategy. Its innovative approach actively involves all stakeholders, creating an integrated ecosystem that protects authentic and distinctive products and optimises the supply chain in a circular economy perspective.
By following this model, companies not only respond to the growing demand for circular and low-impact solutions, but also move closer to the principles of Extended Producer Responsibility (EPR), actively contributing to a more conscious product life-cycle management and taking a concrete step in the integration of ESG policies in the design sector. Through resale, brands can reduce divestment, optimise overstock management and limit excess production, adopting a more sustainable and responsible approach. A shift away from traditional models, responding to the growing market demand for circular and low-impact solutions.
“Every piece of furniture has a significant ecological footprint: a plastic chair generates 28 kg of Co2 equivalent, a three-seater leather sofa reaches 200 kg, while a two-door wardrobe can reach about 858 kg. The resale phenomenon is growing rapidly, following a trend already established in the fashion industry: its impact in the world of furniture will become increasingly tangible, transforming the way we conceive the life cycle of design products,” concludes Valentina Cerolini.
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