H&M, Ariat Join Fashion Retailers Launching Resale Marketplaces

Two more retailers have entered the resale space to help address shoppers’ demands for sustainability: H&M has partnered with ThredUp to launch a resale program directly on H&M’s website, while footwear and apparel brand Ariat International has launched a resale marketplace called Reboot, powered by Archive.

H&M’s partnership will make it the largest retailer to work with ThredUp and mark the retailer’s first resale marketplace in the U.S. Approximately 30,000 pieces of clothing will be initially available, and ThredUp will power the site and restock it with H&M items sent in by customers.

“We’ve been working in secondhand since about 2015, really testing and learning,” said Abigail Kammerzell, Head of Sustainability for H&M North America in an interview with Reuters. “And what we know is we need to make it easier to adopt. We need to make it user-friendly and we need to make it easy to access.”

Reboot will help Ariat expand its sustainability efforts by keeping well-made and -loved boots out of landfills. The service will encourage customers to resell their shoes in order to reduce the resources used to create new items.


“We are constantly working to understand the environmental impact of our business and put into practice new initiatives that allow Ariat to operate more sustainably,” said Roxanne Woodward, Senior Manager, Compliance and Sustainability at Ariat in a statement. “We want to take care of the outdoors so we can continue to enjoy it.”

Reboot will enable Ariat to become part of the existing community that buys and sells secondhand Ariat boots, which will help customers ensure they are getting authentic products. The marketplace will feature men’s, women’s and children’s Western and English footwear.

Other fashion retailers have been launching their own resale programs, including:

  • Kate Spade New York, which partnered with ThredUp to launch the “Pre-Loved” resale program as part of its 30th anniversary push to encourage customers to embrace more circular shopping habits;
  • J.Crew, which also partnered with ThredUp to create an online resale program, with plans to bring back refurbished versions of its most popular looks for men and women in select stores; and
  • Canada Goose, which rolled out a resale program powered by Trove that allows customers to trade in Canada Goose outerwear and apparel as well as shop an assortment of pre-owned styles, including vintage pieces from the brand’s 65-year archive.

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