Jelmoli is teaming up with Reawake, a Zurich-based start-up specializing in the resale of luxury fashion. Reawake will set up a pop-up boutique inside of Jelmoli on Bahnhofstrasse. The pop-up will be operated for two months and if the numbers are promising, it will remain in the long term. Reawake previously operated a shop in Zurich and sold the articles on Instagram. The store also offers customers the opportunity to sell their own pieces after they have been checked for authenticity and condition. Reawake retains 50% of the amount earned in the event of a sale. Sales of used premium and luxury fashion are expected to double by 2023.