By All Means

The secondhand clothing market is growing 11 times faster than traditional retail, according to research by Global Data. Children’s clothing is the fastest growing category, which makes sense considering the typical baby churns through seven sizes in the first two years of life. Kidizen, an online resale marketplace for kids clothes, makes selling those outgrown onesies as easy as taking a smartphone photo and posting it to the site. Finally, the market has caught up with the Minneapolis tech company, which launched in 2014 and hit profitability in 2021. “It takes way more than you think,” says CEO Dori Graff, who charts the journey she and her co-founder Mary Fallon went on from becoming moms to recognizing the opportunity to create a kid-centric marketplace. “We felt so confident in what we were doing, what we were building.” They found a devoted audience out of the gate, and its grown to nearly 1 million users as more consumers and brands prioritize sustainability. When Kidizen launched, brands worried i