The resale apparel boom (2019–present)
Secondhand clothing sales grew rapidly through the late 2010s and early 2020s, driven by online platforms and shifting shopper attitudes about sustainability and cost. Brick-and-mortar thrift and vintage stores expanded alongside digital resale.
Resale chains and franchises expanded into new markets, often opening in neighborhood retail corridors rather than malls.
The vintage store has shifted from niche curiosity to a mainstream retail format with proven economics in mid-sized cities.
Vintage Charm's entry into Grand Rapids rides this broader wave. The format is no longer experimental—reshaped as an established retail category expanding into new markets.
