Velodrom success story: The future of retail is circular – acquisition and retention through sustainability

What if, instead of only returning new products, brands could also recover, refurbish, and resell used ones? That question sparked the success story of Velodrom, the Barcelona-based premium cycling brand that has transformed its acquisition and retention strategy through circular economy principles.

During LogiCommerce Connect, the team from Dawa presented how they’ve worked with Velodrom to integrate a second-life model into their digital channel, delivering economic, reputational, and environmental value.

A challenge with impact: acquisition, retention, and circularity

Velodrom is a premium brand with stores in Barcelona and Girona, specialized in high-performance cycling gear. It sells high-value products such as bicycles, cycling kits, and technical accessories.

This positioning makes it a perfect candidate for a circular economy strategy: high-value items, demanding customers, and sufficient margin to refurbish and resell products.

Dawa initially managed Velodrom’s reverse logistics, but the next logical step followed: why not also offer an official channel for returning used products?

Three major drivers of change

The project is driven by three key forces:

• A shift in consumer mindset: Just a few years ago, buying second-hand clothing was met with resistance. Today, platforms like Vinted have normalized the practice and surpassed 100 million users worldwide.
• New regulations: Circular economy laws are already in place in countries like France, and similar regulations are expected in Spain and Italy by 2026–2027. Including repair, recycling, and digital product passport channels will become mandatory.
• Growing brand interest: Brands are increasingly seeing how third parties (like marketplaces) monetize their own products without returning any value to them. Taking control of the second-hand channel is becoming a strategic opportunity.

A simple model for customers, a powerful tool for brands

Dawa’s model follows a clear logic:

• The customer returns a used product in just three clicks.
• They receive a coupon to purchase again from the same brand.
• The brand refurbishes the product, photographs it, and sells it in a dedicated “second-life” channel.

This generates a double effect:

• Direct loyalty: the customer doesn’t cash out; instead, they reinvest in the brand.
• Price-based acquisition: price-sensitive users can enter the brand through the circular channel.

The model also extends to repair services: if a product still has emotional or technical value, the customer can prolong its life instead of replacing it.

Is it profitable?

According to Dawa, yes — as long as certain conditions are met:

• High average ticket value: fast fashion brands usually lack the necessary margins.
• Minimum sales volume: the model starts making sense for brands with over €10 million in annual revenue.
• Flexible categorization: the system allows for labels like “new with tags,” “used,” or “recycled,” adapting to each brand’s policies.

Brands like Decathlon and IKEA have already proven the model’s viability, with thousands of monthly second-life transactions.el modelo con miles de transacciones mensuales en canales de segunda vida.

A communication challenge… and a branding opportunity

According to Dawa, the biggest challenge isn’t technical — it’s communicating to end customers that a buy-back program exists.

Brands that have already taken this step are seeing clear benefits in customer loyalty, sustainability reputation, and competitive differentiation.

Conclusion

Second life is no longer just a trend — it’s a new way of doing eCommerce. For forward-thinking brands like Velodrom, the circular economy is a tool for increasing sales, building loyalty, and creating purpose-driven branding.

And with platforms like LogiCommerce and solutions like Dawa, making it happen is easier than it seems.