Liverpool-based tech startup Birl has raised £500k in pre-seed investment, unlocking an additional £350k Innovate UK grant awarded to the company earlier this year in the process.
Birl provides consumers with an easy way to trade-in pre-owned clothing directly on brand websites, offering a seamless alternative to platforms like eBay and Vinted.
Each year, over 100bn clothing items are produced, yet less than 5% are resold, leading to massive waste.
Birl aims to use its technology to contribute to a world where all clothing is either being used or recycled back into new products.
In November, Birl will expand its fashion resale platform to include a sports shirt trade-in solution, launching partnerships with multiple football and rugby clubs. This allows fans to trade in used football and rugby shirts for credit, making it easy to buy the latest shirt while supporting sustainable practices.
Birl’s platform works by adding a button to brands websites, allowing customers to trade in items for instant credit in just a few clicks.
Peter Lydon, co-founder and chief product officer, said: “We truly believe that re-commerce will be as game changing as ecommerce was 20 years ago and brands can now activate this new revenue channel within a few days.
“For example, Peregrine Clothing went live with Birl within a day, showcasing our solution’s ease and efficiency.”
Once a customer trades in an item, they receive instant credit for new purchases, and the garment enters Birl’s extensive reseller network, providing a no-touch solution for brands while promoting sustainability. This model enables both fashion and sports brands to participate in resale without additional logistical efforts.
With the new funding, Birl plans to expand into the Nordics by the end of the year.
Cam McGimpsey, CEO and co-founder, added: “We see significant opportunity in regions with strong interest in sustainability.”
Birl is on track to reach £1m in revenue in 2025, driven by brand partnerships and market expansion. To support this growth, Birl’s team of five continues to scale, with plans to further expand roles to meet demand.
Based in Liverpool’s Baltic Triangle, Birl leverages the city’s vibrant tech and fashion ecosystems.
McGimpsey added: “Liverpool has been the foundation of our growth and we’re grateful for the support we’ve had from local tech accelerators Baltic Ventures and LYVA Labs. Liverpool’s community offers incredible support, and we’re eager to continue growing here.”
Founded in 2023 by McGimpsey and Lydon, Birl was born from a shared mission to address the environmental impact of fast fashion. Birl is now a proud member of 1% for the Planet and is on track to achieve B Corp certification by 2025, underscoring its commitment to a sustainable future.
