Great business ideas often emerge from recognizing a gap in the market and addressing it with purpose and innovation. For Sonia Yang, this realization took root during a pivotal moment in 2020. Witnessing the devastating California wildfires and their impact on the environment, she was inspired to create a solution that would make a difference.
In 2021, Yang co-founded Treet, a platform designed to help fashion brands tap into the growing secondhand market. By allowing retailers to create their own branded resale marketplaces, Treet bridges the gap between customers seeking pre-owned items and the brands they love. This approach eliminates the need for third-party peer-to-peer platforms, giving businesses control over the resale experience while promoting sustainability.
How Treet Carved a Niche in Resale
The secondhand market has grown rapidly, but it has often lacked direct involvement from brands themselves. Treet identified this opportunity and offered a solution that aligned with both consumer demand and environmental responsibility. By enabling brands to manage their own resale platforms, Treet created a niche that not only supports sustainability but also strengthens customer loyalty.
This innovation works by integrating seamlessly with a brand’s existing infrastructure, allowing customers to list, buy, and sell pre-owned items directly within a brand’s ecosystem. For consumers, it offers the convenience of purchasing secondhand goods with the trust of buying directly from their favorite labels. For businesses, it’s a way to extend product lifecycles, reduce waste, and capture a share of the booming resale economy.
Building the Platform: Tech Meets Purpose
Sonia Yang’s background as a software engineer was instrumental in building Treet. Her experience at Airbnb taught her how to develop scalable platforms and reach target markets effectively, skills that have been critical to Treet’s success. The platform’s design allows for easy adoption by fashion brands, giving them a turn-key solution to enter the secondhand market.
Yang believes in leaning into change rather than resisting it. “These transactions are going to happen whether you like it or not,” she has shared. “Why not be part of the solution?” This perspective has not only shaped Treet’s mission but also positioned the company as a leader in sustainable fashion.
“Why not be part of the solution?”-Sonia Yang
Treet’s innovative approach has already attracted over 200 fashion brands, including major players like Girlfriend Collective and Tecovas. By giving brands ownership of the resale process, Treet helps businesses connect more deeply with their customers while promoting eco-friendly practices.
The company’s impact goes beyond convenience; it challenges traditional fashion models by embracing sustainability as a core value. With more than $16.4 million raised in funding, Treet is proof that finding a niche and executing with purpose can drive both growth and change.
Final Thoughts from Facet 58
Sonia Yang’s journey with Treet highlights the power of finding a niche and building a business that addresses both market demand and a larger purpose. By focusing on sustainability and creating a platform that meets the needs of both brands and consumers, Yang has carved out a space for Treet in the competitive world of fashion.
Her story is a reminder that successful businesses don’t just sell products — they solve problems, inspire trust, and align with their customers’ values.
Looking to carve out your own niche? At Facet 58, we help businesses craft strategies that align with their vision and scale with their goals. Let’s create something impactful together.