Cuylás x Reclaim: Integrating Circularity from Purchase to Recovery

The Collaboration

Cuylás, a leading multi-brand retailer for sportswear and ski, partnered with Reclaim to transform circularity into an integrated retail capability. The pilot demonstrates how, powered by Reclaim’s automated recovery infrastructure, Cuylás captures the secondary market at the point of sale to guarantee repeat premium sales and secure the full product lifecycle within its own ecosystem.

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The Market Shift

Traditional retail models are reaching a natural limit. Today, once a high-quality item leaves the shop, the brand’s relationship with that product -and the customer- usually ends. For a retailer like Cuylás, this means that while good quality, technical gear sits in a customer’s closet, its value is essentially "locked away," benefiting neither the owner nor the business.

However, new models are emerging to recapture this value with minimal overhead. Integrating the secondary market allows brands to participate in a sector growing 2.7 times faster than primary sales, a market projected to reach more than $360B by 2029 (Source: ThredUp Resale Report).

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The Solution: Reclaim’s Agentic Infrastructure

Reclaim, the agentic recommerce solution, introduces circularity before purchase by highlighting an item’s future trade-in value during the decision process. This shifts the customer's focus to the "net cost" of ownership, making high quality products more accessible and driving conversion. By anchoring this process in a Digital Wardrobe, Cuylás ensures that both the product data and the customer's future store credit are anchored to their business from day one.

Every purchase is automatically logged with its material specs and authenticity data at the point of sale into an Digital Wardrobe. This removes the friction of manual data entry for the user and provides Cuylás with a permanent record of the item's lifecycle.

Reclaim agents compute the real-time economic and environmental value of the product from the moment of purchase through its Predictive Value Tracking, a critical feature as 86% of Gen Z now consider an item's resale value at the point of purchase.

Customers return items via the Reclaim app or in-store for credit to spend on new Cuylás products, incentivizing the next purchase and keeping value within the ecosystem.

This infrastructure manages both customer trade-ins and unsold seasonal stock through a single recovery loop. Instead of traditional liquidation, unsold items are routed into the same authenticated resale channel. This recovers higher margins and ensures compliance with EU ESPR regulations, which prohibit the destruction of unsold apparel and footwear starting in July 2026.

Reclaim agents compute the real-time economic and environmental value of the product from the moment of purchase and then finds the optimal window for the users to trade in.
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The Infrastructure: Operational excellence

The pilot transforms recovery into a structured business asset. Reclaim builds a scalable infrastructure that removes manual friction and improves margins.

• Predefined recovery routes: Every item follows a traceable path (resale, repair, or recycling), generating real-time impact data at the product level with a system designed for maximum value recovery.
• Unified inventory & deadstock management: By merging customer trade-ins and unsold seasonal stock into a single recovery loop, Reclaim eliminates the need for fragmented liquidation processes.
• Product Lifecycle Management: Reclaim shifts recommerce into a driver for long-term loyalty. By providing a clear exit-and-entry strategy for premium gear, the system ensures the customer’s relationship with Cuylás continues through the next product generation.

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The Economics: Data Intelligence

The pilot moves circularity from a back-office task to a primary data source. For a multibrand retailer, this provides visibility into the "blind spot" of the product lifecycle, driving higher conversion and smarter buying.

Cuylás gains data on how different brands perform in the real world, specifically which items retain value. This intelligence strengthens partnership ties with brands through shared durability and resale performance data.

Real-time durability data to prioritize inventory that holds value, critical as the secondhand market grows to 10% of the total global market. (BCG x Vestiarie Collective 2026).

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Agentic behavioral signals: Reclaim agents capture "active life" signals, allowing to time marketing based on when a customer is actually ready to upgrade. This drives 32% higher spend than traditional generic campaigns. (McKinsey 2026)

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"At Cuylás, we believe quality clothes hold value past the first use. Through Reclaim, we show that fashion and technology are key to powering more conscious consumer behavior."
María España, Cuylás CEO

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What the pilot validates

• Integrated journey: Circularity performs best when embedded from the moment of purchase.
• Traceability = Process: Predefined routes turn recovery into a functional, data-rich operational capability.
• The retention loop: Brand credit creates a financial bridge that guarantees recovery leads directly to a repeat purchase.
• Brand Protection: By owning the resale channel, Cuylás maintains control over the pricing and presentation of the secondary market, protecting the brand's premium image and strengthens its direct-to-consumer relationship.
• Regulatory Readiness: A high-recovery system that ensures all seasonal surplus stays in the circular economy, meeting 2026 EU waste-prevention standards (ESPR).

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"Reclaim enables operational circularity that benefits consumers while generating new value for brands. This pilot shows how purchase and recovery connect within a single system aligned with European regulation, minimizing the impact on the planet."
Melissa McDermott, Founder & CEO, Reclaim