Sustainability-focused lifestyle brand Allbirds plans to double the lifetime of its footwear products with the launch of a shoe resale program in partnership with recommerce platform Trove.
The program, called Allbirds ReRun, will launch initially at three Allbirds stores in Los Angeles, Chicago and New York City, eventually expanding to other U.S. retail locations. Customers can bring in their preloved Allbirds shoes for $20 in store credit. The used shoes will then be resold online on the ReRun platform at reduced price points, starting at $59.
The new recommerce program ties in closely with Allbirds’ Flight Plan, a series of sustainability commitments that include reducing the brand’s per-product carbon footprint by half by the end of 2025 and cutting it to near zero by the end of 2030. Allbirds is already a 100% carbon-neutral business through the use of third-party verified carbon offsets.
“To create a more sustainable fashion economy it’s crucial that we take a holistic approach,” said Hana Kajimura, Head of Sustainability at Allbirds in a statement. “By launching our trade-in program, ReRun, we will enable our customers to play an integral role in extending the life of our shoes. We always seek partners who share our commitment to sustainability, and we’re thrilled to work with Trove on our first recommerce initiative.”
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Trove will provide the technology platform and logistics for the ReRun program. Other retailers using Trove for their resale efforts include Lululemon, Patagonia, REI, Nordstrom, Levi’s and Eileen Fisher.
