Building the standard for DPP-enabled resale.

REALIGN started with a simple frustration: why is resale so painful when the market is so large?

We began from a consumer standpoint, trying to remove friction from selling secondhand. But every approach we explored ran into the same limit. The problem was not the experience. It was the structure.

Brands, marketplaces, and consumers are locked in opposing incentives. Brands do not benefit from resale transactions. Marketplaces lack reliable product data. Consumers face uncertainty and complexity. Any solution that improves one side tends to break another.

That's when we realised the EU's Digital Product Passport provided the foundation the market was missing. For the first time, every product would carry a permanent digital identity across its lifecycle. This creates a shared data layer that can connect primary and secondary markets.

From there, we focused on one question: how do you activate that identity at the moment of resale?

We spent months testing different models until we found the one where each participant benefits by acting in their own interest. Brands become economic actors in their resale markets. Marketplaces receive structured, verified supply. Consumers get a simpler and more trustworthy resale experience.

REALIGN is the infrastructure that turns product identity into resale transactions.