Upscale Resale Chain Rebrands, Expands

Second Time Around (Boston), the upscale resale chain of retail stores, announced that by 2017 it plans to more than double the amount of stores it operates. It expects to add six to eight new stores throughout New York alone. Currently, the company runs 40 stores throughout the U.S., each store about 1250 to 1500 square feet in size.

The store is also rebranding itself as 2nd Time Around and unveiled a new logo, creative identity and store signage to give the retailer a more modern, fresh look.

It also is introducing a loyalty program to reward and entice returning customers. Currently, 80 percent of the retailer’s business is generated by 30 percent of its customers, reports Women’s Wear Daily.