consent_cookie
Duración: 1 year
Stores the user's cookie consent state
News
Humana's second-hand fashion shops to reach three million customers by 2024
12-02-2025
Humana Fundación Pueblo para Pueblo, the leading operator of second-hand fashion shops in Spain in terms of number of customers, closed 2024 with a 5% increase in sales, a year in which it sold 7.6 million garments and had 2.9 million shoppers.
Humana closed 2024 with 52 establishments in Spain and has started 2025 with ambition: at the end of January it opened two new shops, both in Madrid, bringing its total to 54.
This activity has a social purpose: the funds generated by the network of shops allows the entity to promote development cooperation projects in Southern countries and social actions in Spain.
‘The increase in sales goes hand in hand with the increase in the resources that we allocate to our social purposes’, says the entity's Director of Projects and External Relations, Rafael Mas. The volume allocated in 2024 to cooperation projects, mainly in less developed countries, reached 2.7 million euros.
‘In 2024 there has been a certain stabilisation of consumption in our sustainable fashion shops compared to the previous year’, explains Rubén González, Retail Strategy Manager at Humana, who adds: “The attraction and consolidation of second-hand fashion as an alternative to fast fashion is confirmed”.
Add another key factor: the rejuvenation of the public. The profile of the average customer is a person with a high degree of loyalty, interested in sustainable fashion, and who appreciates the added value of the social purpose of used clothing. ‘Until 2020, the under-25 segment represented only 10% of our consumers; today, it has doubled and is close to 20%,’ he says.
Growing number of customers
The number of customers in Humana's second-hand fashion shops in Spain are on the rise: last year it reached 2.9 million, an increase of 6.8%. ‘This increase is the best indication that reused fashion has shaken off prejudices such as ‘clothes for people without resources’, a label that other European countries got rid of years ago. It has established itself as a sustainable and prestigious alternative,’ says Rubén González.
On the other hand, 86% of people who shop at Humana shops say that when they buy a second-hand garment, they stop buying a new item. This replacement rate means that reused fashion helps to make our wardrobes more sustainable. In 2022, it was 60% and in 2023 it was 70%. In 2024, it stood at 86%, highlighting how second-hand clothes contribute to more responsible consumption and reduce the negative impact of the textile industry.
77 million items of clothing recovered in Spain by 2024
The items on sale in Humana shops come from donations deposited in the 5,450 containers that the organisation has on the streets or in its own establishments. Last year, the selective collection by the organisation allowed 77.2 million garments (19,074 tonnes of textiles) to be recovered in Spain, 6.3% more than the previous year.
