Entrepreneur bets on thrift store and live commerce to turn detachments into successful business

Growth of the circular economy and the consolidation of the live commerce they are redesigning retail in Brazil, especially in the fashion and decoration segment. Driven by changes in consumer behavior and the digitization of sales, models based on the reuse of parts and real-time interaction gain space and create new opportunities for entrepreneurship.

A survey by SEBRAE shows that the market for second-hand products has been expanding above traditional retail, reflecting an increasing demand for more economical and sustainable alternatives live commerce, the format that combines live streaming with online sales, has higher conversion rates than conventional e-commerce, according to McKinsey & Company analysis.

It is in this context that the trajectory of the entrepreneur Herida Demio. Natural of Belem, she moved to Curitiba five years ago and found in the thrift store segment an alternative to generate income after a period of financial instability and personal challenges.

Before undertaking, Herida worked in the hotel sector. The entry into the fashion universe happened gradually, from the resale of accessories. Over time, she began to mine parts and structured her business with a focus on thrift stores, incorporating live broadcasts as the main sales channel.

“I started by testing formats and understanding what worked lives they ended up becoming the means of contact with the public and growth of the” business, he says.

With the consolidation of online sales, the entrepreneur expanded the operation and opened a physical store in Curitiba. The space, called Desapegue com Herida, is located in the Merces neighborhood and brings together items of women's, men's and children's fashion, as well as decorative pieces.

The structure marks the evolution of the business, which today operates in an integrated way between the digital and the face-to-face. In addition to selling own parts, Herida also began to perform lives outsourced to people who need to sell various items, such as in cases of city change or large volume of detachments.In these formats, she is responsible for curating, presenting and conducting live sales, acting as a partner in the process.

The model combines physical store, digital presence and service delivery, expanding the possibilities of monetization and following a more flexible retail trend, based on direct relationship with the public and multiple sales channels.

Today, Herida operates in the circular fashion segment focusing on the resale of parts and the construction of a digital audience, in a model aligned with the change in the behavior of the Brazilian consumer, increasingly attentive to consumer alternatives, reuse and cost-benefit.

The expectation, according to experts, is that both the second-hand market and the live commerce continue to expand in the coming years, driven by digitalization and an increasingly waste-reduction-oriented agenda.

In this scenario, independent initiatives and more flexible models of entrepreneurship tend to gain strength, especially among small businesses that use social networks as the main sales and relationship channel.