Santa Barbara Entrepreneurs Launch Beni, a Browser Extension for Secondhand Shopping

Secondhand shopping is more popular than ever thanks to fast fashion, rising costs of living, and social media trends. But digging through the racks at thrift stores or searching across resale sites can be time-consuming and fruitless. That’s where Beni comes in: a free browser extension that makes secondhand shopping easier by offering users comparable products for a fraction of the price. Based in Santa Barbara, the company launched in September and is led by S.B. natives Sarah Pinner and Ryan Shand, UCSB Bren School alum Celine Mol, and new resident Kate Sanner. 

Think of the Beni extension like a personal online shopper. Once the extension is downloaded, the user navigates to the web page for the item they’d like, clicks the Beni icon in the bottom right corner, and receives a selection of secondhand alternatives. The user can create a profile to input their size, set the platforms from which they prefer to shop, and soon will be able to list their own items to sell from their closet. Beni’s goal is to make resale seamless from start to finish.

“There’s no stigma around shopping secondhand,” Pinner said. “In fact, people almost feel embarrassed not to do it. But there hasn’t been a tool to actually help you.”