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Guaranteed buybacks for retailers and consumers in the resale ecosystem.
Croissant operates a commerce enablement platform integrating guaranteed buyback values at the point of sale. This fintech solution tracks resale worth and streamlines future resales, empowering consumers to shop now, sell later. It fosters a circular economy by offering transparent value upon resale, functioning as a comprehensive retail, resale, and social ecosystem.
Founded by CEO John Howard and CTO John Klose, Croissant launched in mid-2023. Howard previously worked at KKR; Klose held a leadership role at a stealth fintech startup. Their insight focused on building an intentional commerce ecosystem, integrating the resale market directly into initial purchases for enhanced consumer financial control.
The company serves consumers seeking intelligent shopping and retailers enhancing offerings via integrated resale. Croissant’s vision is to reshape commerce by embedding effortless resale into the shopping experience, promoting sustainable and economically advantageous consumption. It ultimately aims to establish guaranteed resale pricing as a market standard.
Croissant has raised $52.0M across 2 funding rounds.
Croissant has raised $52.0M in total across 2 funding rounds.
Croissant is a fintech platform that provides guaranteed buyback values (termed "Guaranteed Buybacks") at checkout for shoppers on merchants' sites, transforming purchases into liquid assets for easy resale and boosting merchant conversion rates, average order value, and customer retention.[1][2][3] Founded in 2022 and headquartered in Nashville, Tennessee, it serves fashion-forward consumers and retailers by integrating seamlessly via direct partnerships, a mobile app, and Google Chrome extension, fulfilling buybacks through AI-driven data science and multi-listing on existing resale marketplaces like Vestiaire Collective.[1][2][3][4] With $24 million in seed funding raised in 2023, Croissant addresses consumer debt concerns by promoting asset ownership over credit-fueled spending, currently focusing on luxury fashion retailers such as FWRD, COS, and Moda Operandi.[1][2][4]
(Note: A separate entity at getcroissant.com offers coworking space bookings, but the query aligns with the fintech Croissant at croissant.com, a technology company in commerce enablement.[6])
Croissant was founded in 2022 in Nashville, Tennessee, by co-founder and CEO John Howard, who envisioned it as the first shopping tool delivering guaranteed resale values at the point of sale and beyond.[2][3] The idea emerged amid a fractured retail environment and rising consumer debt, aiming to shift shopping from impulsive credit use to intentional asset ownership—partially developed in response to debt-focused fintech offerings.[1][3] It launched publicly in 2023 with $24 million in seed funding, quickly rolling out integrations for merchants, a Google Chrome extension for over 1 million items across major fashion brands, and an iPhone "Shop Now, Sell Later" experience.[1][2][5] Early traction included partnerships with luxury retailers under Revolve Group like FWRD and direct resale fulfillment without competing in used inventory sales.[3][4]
Croissant stands out in the resale-adjacent fintech space through these key features:
Croissant rides the circular economy wave in fashion retail, where sustainability demands and resale markets (projected to grow amid fast fashion backlash) intersect with fintech innovation.[1][3][4] Its timing capitalizes on post-pandemic e-commerce maturity, consumer preference for asset-backed buying over debt, and retailers' need for loyalty in a fragmented market—enabling full-price sales while feeding secondhand ecosystems.[1][3] Market forces like AI tooling for pricing and browser extensions lower barriers for non-partner sites, influencing the ecosystem by onboarding hesitant retailers into resale without operational burden and accelerating "intentional commerce" trends.[2][3][5]
Croissant is poised to expand its product suite—potentially deepening AI for broader categories beyond fashion, scaling merchant partnerships, and enhancing resale automation amid rising circular economy adoption.[3][4] Trends like regulatory pushes for sustainable retail and AI personalization will shape its growth, evolving its influence from niche buyback enabler to core commerce infrastructure, amplifying purchasing power in a debt-weary world.[1][5] As it ties back to its launch promise, Croissant could redefine shopping as an asset-building loop, driving higher lifetime value across retail.
Croissant has raised $52.0M in total across 2 funding rounds.
Croissant's investors include Portage, Third Prime, OpenView, Stephanie Choo, Accel, Fifth Wall, MMC Ventures, Openview Venture Partners, Portage Ventures, White Star Capital, George Kurtz, George R Roberts.
Croissant has raised $52.0M across 2 funding rounds. Most recently, it raised $28.0M Croissant Debt / Other Equity in February 2026.
| Date | Round | Lead Investors | Other Investors |
|---|---|---|---|
| Feb 25, 2026 | $28.0M Croissant Debt / Other Equity | Portage, Third Prime, OpenView, Stephanie Choo, OpenView, Stephanie Choo, Third Prime | |
| Jul 1, 2023 | $24.0M Seed | Accel, Fifth Wall, MMC Ventures, Openview Venture Partners, Portage Ventures, White Star Capital, George Kurtz, George R Roberts, Henry Kravis, 25Madison, BoxGroup, Stephanie Choo, Third Prime, Twelve Below |