Resale

Allbirds introduces a resale program for its sneakers

Its new secondhand platform, ReRun, is part of the company’s plan to halve its carbon emissions by the end of 2025.
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Francis Scialabba

· less than 3 min read

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We’ve already seen resale programs from the likes of Madewell, Ikea, and Balenciaga, to name a few. And yesterday, Allbirds was the latest to enter the race to own the strategy.

The deets: Allbirds’ new secondhand platform, called ReRun, is part of the company’s plan to halve its carbon emissions by the end of 2025. Customers can now visit one of three Allbirds locations (in LA, Chicago, or NYC) and trade their gently used sneakers for $20 of store credit.

The shoes will be refurbished by recommerce service Trove, which is powering the platform, and then resold via ReRun.

  • Allbirds’s sneakers retail for $98+, but the secondhand kicks will start at $59.
  • The program will eventually expand to more stores, and it plans to collect shoes through its e-comm operation.

+1/-1: Not only does resale serve Allbirds’ sustainability goals, it also provides a new revenue stream, an avenue for data collection, and a way to connect with consumers, Trove CEO Andy Ruben noted to Vogue Business. He also said that, while luxury brands have less of an issue, secondhand shoes aren’t the easiest sell. (Smelly feet are our best guess as to why…)

The plan is to “start small” in order to gauge consumer interest and build from there, Allbirds’ head of sustainability, Hana Kajimura, told Vogue Business. “What is the point of a resale program if customers don’t buy into it?”—JG

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