Poshmark is repositioning itself as the go-to platform for fashion’s “alternative inventory”. Vogue Business sits down with CEO Namsun Kim and CRO Elizabeth von der Goltz for an exclusive preview of the rebrand via its redesigned app.
The booming resale sector has evolved into a fierce battleground shaped by consolidation — most recently including Etsy’s acquisition of Depop — and sharper positioning, via a wave of fee resets and leadership shifts.
One such shift involved peer-to-peer shopping platform Poshmark, which was taken private by South Korean tech giant Naver in 2023. In October last year, Poshmark exited its founder phase, appointing former Naver investment chief Namsun Kim as its new CEO, replacing Manish Chandra who launched the former in 2011. “We thought that it was time to rethink the business model and the technology that was infused into the app,” says Kim. “We sat back for a couple of years and now I’m here — I’m refreshing the leadership team, and we’re trying to reimagine things.” That involves expanding categories beyond fashion and beauty, as well as bringing brands in through off-season, off-price and returned inventory. Though competition abounds, Poshmark is positioning itself to ride resale’s growth wave: the global secondhand fashion and luxury market is forecast to grow two to three times faster than the firsthand market through to 2027, according to McKinsey. In December, Kim appointed Elizabeth von der Goltz as Poshmark’s first chief revenue officer, tasked with overseeing all commercial and marketing functions, customer acquisition and growth, partnerships, communications, and merchandising. Von der Goltz was a big poach from the fashion world for Poshmark, which says two in five people in America are on its app, but is less associated with high-end resale than other players like The RealReal and Vestaire Collective. Now, it’s moving into active merchandising and inventory curation for the first time, in what both pitch as the “platform of taste”. Von der Goltz spent her career leading buying and merchandising for multi-brand online retailers including Yoox Net-a-Porter, Matches and Farfetch, and served as CEO of Browns. “When this opportunity came, it felt perfect,” she says. “It’s a circular business, I feel like I’d still be in fashion, I can bring my expertise to tech, and I’m not just putting more stuff to sell out in the world.” Today, Vogue Business is getting an exclusive first look at this rebrand, via the redesigned Poshmark app. Centered around a new visual identity with clearer, larger portrait images for listings, style-led personalized discovery features like trend-inspired browsing, occasion capsules, editorial content, and new centralized seller tools, von der Goltz says Poshmark 2.0 is all about combining the resale platform’s focus on community with the editorial elevation of full-price fashion e-commerce. I sit down with Namsun Kim and Elizabeth von der Goltz to get a preview of the app, discuss the fashion-tech landscape, and learn more about their plans. The conversation has been edited for clarity. Vogue: Where does the new Poshmark fit in today’s resale landscape? Namsun: On the consumer side, income disparity has been growing over time. Then, the internet and mobile era gave us huge fragmentation on the side, and in the offline world, multi-brand retailers weren’t managing their businesses correctly. So all of a sudden, everyone’s worse off. The consumer is worse off, there’s much less distribution from a brand perspective, and luxury has inflated the hell out of itself since Covid. That’s where resale comes into play. The younger generation, especially, realises that they’re never going to pay $10,000 for a bag. So you have this world where there’s a huge void and no one’s really satisfying it. Elizabeth: I’ve always moved where I saw the consumer was going. After omnichannel, I got into advising, and the two topics that kept coming up were resale and social commerce. Fashion can’t keep up with tech, and tech doesn’t truly understand the consumer, so I’ve always wanted to be the bridge. What I see now is that the luxury retail world is so exclusive, but Poshmark is inclusive and democratic, and it’s multi-generational, there’s no demographic skew. We even sell to kids — we grow up with the consumer. And when I look at what’s selling it gives me an idea of how people actually dress and shop all of the time — it’s a mix of high and low. So actually, luxury really comes through on the platform. We have over a million listings for Louis Vuitton, for example, and we have authentication . We have 260 million listings on Poshmark, and 165 million active users. There’s so much amazing inventory. But it’s about how do we surface the right things for our shoppers and really help our sellers match their closets to buyers. And we’re also really looking into how we become the solution to all the inventory out there. We’re really going to be thinking about how we drive our supply and demand. And again, bringing my merchandising background into that and asking, how do we really make sure we have the best inventory? Vogue: What’s the vision behind the Poshmark rebrand? Elizabeth: Poshmark has never really put itself forward as a brand, it’s more been this transactional platform. But whenever I’ve been at fashion events, everyone says they’re on Poshmark. It’s always been peer-to-peer and community-driven, which is also a differentiator. So each person’s closet, all these casual sellers, have already curated what they love and they’re putting it back out there. What I’m doing is bringing that idea of human curation to our tech platform. In the new app, you’ll find a lot of editorial, inspirational units, like how to dress for certain occasions. Not only do you have this amazing recommended personalized feed, but we’ve put in editorial content and how-to-dress inspiration — editorial curation that you’d find on full-price luxury fashion e-tailers. We’re combining those two worlds, which I think hasn’t been done on other resell platforms. Vogue: How do you plan to expand the Poshmark consumer base? Namsun: I don’t want to call us just resale, as I want us to do much more. I’m calling it more broadly ‘alternative inventory’, so that we could include the brand side, via off-season, off-cycle and returned inventory. So brands and enterprises can participate as well as individuals. We’ll start with fashion. Then, we think beauty is a big category — what you see on TikTok Live, what Korea, China and Japan show us, it’s a huge market. And it also works very well through social and video, which we could also do. And we’ll start expanding other categories like electronics, gadgets, accessories — anything that has a stylistic component to it and is taste-driven. Markets-wise, we closed down Poshmarket in the UK and Australia, because we wanted to win North America — it’s the deepest market. Europe is challenging, because you have to win one country at a time, which takes a lot of work. There’s so much runway here in North America, so once we reinvest into our tech and turn that around we can figure out our new expansion categories. We’re in no rush to conquer the world, but we’ll start in North America. Then, Korea and Japan have always been the thesis of us, because that’s actually where you find a lot of differentiated demand and very interesting supply, especially for vintage and resale. The tastes over there are probably some of the most sophisticated markets. So North America, developed Asia, then maybe one or two countries in Western Europe is the vision we will be executing in the longer term. Vogue: How much of a role is AI going to play in the redesigned app? Namsun: Thanks to AI, the whole discovery process in shopping is being reinvented. Really, it’s about how do you know your customer better than they think they know themselves? When you’re searching on Google, you have to know exactly the query you’re trying to input. But that’s not really how you shop for clothing, is it? When you shop for clothing, you’re not articulating queries or sentences. You have a concept in your mind, whether it’s a memory or some vision or a picture, it may start there. Maybe you have to bring it out of you, a sales agent can ask you a few questions. But how do you recreate that online? That’s where we’re investing into. As soon as I took over at the end of last year, I started building our in-house AI and machine learning team. I poached a very competent team, and a leader from Instagram at Meta. We’re hiring more from Google to help us on the search element of it. But it’s not just AI for the sake of AI. It’s anything that’s taste-driven, and ultimately, the human user is going to be the arbiter of that. We’re personalizing the app so you have that human in the loop where it’s not just the machine trying to guess what I want based on the 10 prior items I purchased or looked at. It’s: what is someone who looks like me, has my background, and searches for this type of stuff selling… what is that other brand I never thought of that I might want to buy? That’s what we’re trying to recreate with the tech. Elizabeth: Because it’s a tech company, everything we do is algorithm-based, but we’re advancing through a lot of different new AI tools. It’s all about teaching the AI with the human curation already on Poshmark — learning from how sellers and our editorial curations pair what looks good etc. So it’s a question of bringing these elements together in a way that feels natural and intuitive. I think the consumer should never feel like the use of AI is obvious, it should just feel like your experience just improves naturally. You’re like, ‘Wow, they really know me, I can suddenly discover all the brands I want.’ We’re going to be launching ‘just for you’, which will be a personalization recommendation feed, and lots more features for search so that the machine has learned what’s important to a fashion lover who searches from a fashion perspective — like how they can find all the different eras of Celine, for example. We know people love to shop by brands, and we know that they like to shop by category, but we’ve also added occasion-led discovery units. There’s also constant social interaction happening within our community, so we’re going to try and bring to life the individuals’ closets, too. We’ve signed a partnership with ShopMy to work with their creators and there’s more to come there. We’re also working with Alta and Phia and learning from startups about what’s interesting for our platform. We want our listings to be surfaced and found on those sites, but it’s also about getting more data from them on how the consumer is shopping. But again, for me, it has to be something that feels really natural to the consumer and not a bells and whistles sort of feature. Then, we’re investing in improving our search and navigation. I want it to be the place where everyone knows to go for fashion first. You come on the app because we have the occasion edits and editorial inspiration, but we’re also going to have all the brands you love and ideas from other people thrifting whose style you love. We’re also going to be hosting IRL fashion-focused events. We have it all when it comes to this space. It’s emphasizing that actually, Poshmark is a fashion site.
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