Many e-commerce players got a boost during the pandemic as consumers under lockdown turned to new ways of shopping. Yet StockX, the online resale platform founded five years ago, tapped into more than just customers eager for easy shopping. The site has made a name for itself as a culture destination, where consumers can buy and sell products according to their passions and hobbies. StockX recently expanded beyond sneakers into categories such as trading cards and apparel.

“[It’s] this notion of sitting in the bullseye of current culture,” says Deena Bahri, who joined as chief marketing officer two years ago, on the latest episode of the “Marketer’s Brief” podcast. “Unlike other platforms, we really curate products that are representative of what’s happening right now and what captures the heart and mind of the next-gen consumer.”

Bahri says that in addition to the younger consumers who have helped grow StockX, the company is also seeing more demand in recent months from older generations.

“We are seeing the older demographics sometimes buying for their next-gen kids, or sometimes buying for themselves inspired by that next-gen,” she says.

To attract all demographics, StockX is focusing on marketing. The company recently refreshed its logo and identity to be more modern and inclusive. While StockX has traditionally prioritized digital advertising in order to meet its digitally savvy target customers, the brand is now experimenting with new channels such as connected TV and out-of-home.

“The target customer we were trying to connect with five years ago when we were founded has evolved quite a bit,” says Bahri, noting that the company is starting to “diversify as we become bigger and look to scale."