Holiday Shopping Just Got More Flexible: Afterpay Adds New Brands Including Jenni Kayne, Hibbett, and Diesel

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Key Terms

buy now, pay later financial

A payment option that lets a buyer take a purchase immediately and split the cost into a few smaller, scheduled payments instead of paying the full amount up front. For investors, it matters because it can boost sales and customer loyalty for merchants, create fee and interest income for the lender, and introduce credit, default and regulatory risks that can affect revenue and valuation much like a change in a company’s loan book or consumer demand would.

BNPL financial

Buy Now, Pay Later (BNPL) is a service that allows consumers to purchase items immediately and pay for them over a set period, often through installment payments. For investors, BNPL companies represent a way to facilitate spending and generate revenue from transaction fees and interest, making them an important part of the evolving digital payments landscape.

12/09/2025 - 09:00 AM

Popular lifestyle and fashion brands join Afterpay's growing network, giving shoppers more flexible payment options for holiday shopping

DISTRIBUTED-WORK-MODEL/SAN FRANCISCO--(BUSINESS WIRE)-- Afterpay today announced a fresh wave of new partnerships just in time for the holiday shopping season, empowering consumers with flexible payment options across fashion, lifestyle, and home categories. This latest expansion includes Jenni Kayne, Hibbett, Diesel, Thursday Boots, Tecovas, Z Gallerie, The GLD Shop, Coolibar, The Woobles, Effy Jewelry, Von Dutch, SP5DER Worldwide, and Christy Dawn, among others.

As consumers prepare for holiday shopping, flexible payment solutions have become increasingly important for budget management. Recent Afterpay research reveals that 44% of financially stressed consumers plan to use Buy Now, Pay Later (BNPL) services for their holiday shopping this year, with shoppers citing better budget control and the ability to spread costs as key motivators.¹ Additionally, 63% of Gen Z consumers have moved away from credit cards in favor of alternative payments such as BNPL, seeking more transparent alternatives to traditional credit options.²

"The holiday season is when consumers are most actively seeking flexible ways to manage their spending while still being able to give meaningful gifts and treat themselves," said Tanuj Parikh, Head of Commercial, North America, Cash App and Afterpay. "Our expanded merchant network ensures that shoppers can access their favorite brands responsibly, whether they're shopping for loved ones or refreshing their own wardrobes for the season."

The new partnerships span multiple categories to meet diverse consumer needs:

Fashion & Apparel: Jenni Kayne, Thursday Boots, Diesel, Von Dutch, Christy Dawn, SP5DER Worldwide, Coolibar, Adrianna Papell
Footwear & Outdoors: Hibbett, Tecovas, Coolibar
Jewelry & Accessories: Effy Jewelry, The GLD Shop
Home & Creative: Z Gallerie, The Woobles, art.com, All Posters
Beauty: Caliray Beauty, Noyz

Many of these brands will offer Afterpay both online and in select retail locations, providing customers with seamless payment flexibility across all shopping channels.

"We're excited to partner with Afterpay to offer our customers more payment flexibility," said Bill Quinn, CIO, Hibbett. "This collaboration allows us to meet our customers where they are and provide them with the tools they need to shop confidently during the holiday season."

Afterpay's Pay in 4 service allows customers to split purchases into four interest-free installments due generally every two weeks, while Pay Monthly offers extended payment plans for larger purchases. The platform maintains strong consumer protections, with 98% of traditional Afterpay purchases incurring no late fees and 95% of installments paid on time as of Q3 2025.

The addition of these premium lifestyle and fashion brands further demonstrates Afterpay's continued growth across key consumer categories, offering shoppers more ways to access the brands they love while maintaining control over their spending.

Download the Cash App or Afterpay app on iOS or Android to explore all available merchants and start shopping with flexible payments today.

About Afterpay

Afterpay is transforming the way we pay by allowing eligible shoppers to buy products immediately and pay over time - enabling simple, transparent and responsible spending. We are on a mission to power an economy in which everyone wins. Afterpay is offered by thousands of the world's favorite retailers and used by millions of active global customers. Afterpay is currently available in Australia, Canada, New Zealand, the United States and the United Kingdom, where it is known as Clearpay. Afterpay is a wholly owned subsidiary of Block, Inc. (NYSE: XYZ).

¹Afterpay Holiday Survey, Sep 2025
²Afterpay, Why Credit Cards Give Gen Zs the Ick, Apr 2025