Global lifestyle brand Allbirds has announced that it will launch Allbirds ReRun, a new resale platform, in partnership with Trove, a market leader in branded recommerce. ReRun is part of Allbirds’ holistic commitment to sustainability and will initially offer customers at three stores the option of trading in their pre-owned Allbirds shoes for $20 in store credit. Following the launch in Los Angeles, Chicago and New York City, the brand plans to expand the program to additional retail locations nationally. Through its partnership with Trove, Allbirds will prolong the life of its products, which is a key component of its sustainability strategy. Through its ReRun platform, Allbirds will sell slightly imperfect and gently used shoes at reduced price points, starting at $59.
Total Retail's Take: Allbirds was already recognized as a leader in the push to make sustainability a more important business goal for retailers and brands, and the launch of its resale platform furthers those efforts. In addition to it being the right thing to do from a social perspective, resale is a growing consumer trend that represents a business opportunity for Allbirds. By 2024, the recommerce apparel, footwear and accessories market is expected to reach roughly $60 billion, according to research from Cowen. Allbirds will have plenty of competition in the growing resale space, including from traditional brick-and-mortar retailers, including lululemon and Ikea, as well as thredUP's partners such as Walmart, Gap, J.C. Penney, Macy's, among others.