Just a few years ago, most luxury brands stayed out of the consignment and resale conversation. Some went so far as to speak against it, wary of counterfeit goods or the prospect of losing their market share. Gucci has recently announced a partnership with The RealReal, including a special Gucci e-shop stocked with consignors’ items as well as merchandise brought in directly from Gucci.

The online clothing resale market has expanded 21 times faster than regular retail since 2016 and it is expected to more than double in size reaching USD 41 billion in the next three years, according to a report by online reseller ThredUp. With revenue increasing, brands and retailers that previously disliked resellers profiting from their wares are forced to act and acquire these up and coming players, in order to play a role in this market.

Farfetch announced that it is acquiring sneaker and streetwear marketplace Stadium Goods in a deal that values the business at USD 250 million. The London-based fashion e-commerce platform is aiming to extend its reach in the growing luxury sneakers and streetwear market, as millennials account for a growing percentage of luxury sales and competitors are engaged in a digital land grab.

Venture capitalists continue to eye the growing streetwear market. After taking stakes in cult labels such as Supreme, Highsnobiety and Huf, this week investors targeted the sneaker resale marketplace Stadium Goods.