Allbirds launches resale platform
A sustainable footwear brand is entering the resale space in an effort to increase the lifespan of its products.
Allbirds Inc., which went public in November 2021 after an August IPO filing, is taking flight with a new resale platform called Allbirds ReRun.
Partnering with recommerce solutions provider Trove, the company will initially offer customers at three U.S. stores the option of trading in their preworn Allbirds shoes for $20 in store credit. Through the new ReRun platform, Allbirds will sell slightly imperfect and used shoes at reduced price points, starting at $59. ReRun will initially exclusively be available in the U.S.
Following the launch at stores in Los Angeles, Chicago and New York City, the brand plans to expand the program to additional retail locations nationally. The new program ties to Allbirds’ Flight Plan, a series of sustainability commitments that include reducing the company’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. “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.”
“Since its founding, Allbirds has been a global leader in end-to-end sustainability that is raising the bar for the entire retail industry,” said Andy Ruben, CEO of Trove. “The company has set a goal of doubling the lifetime of its footwear products and we could not be prouder to partner with Allbirds to power ReRun as the company moves another step forward toward fully circular operations.”
Online resale soars
Allbirds is entering online resale as the market is growing rapidly. According to a recent survey of 400 U.S. consumers from resale commerce startup FloorFound, more than nine in 10 (92%) respondents already have purchased a resale item online in the past. An even higher percentage (95%) would purchase resale items from brands at a discount.
When it comes to oversized goods, 77% of respondents plan to purchase returned or lightly-used furniture in the next year or two. When they do, 89% expect the shopping experience, delivery, and customer support to be on a par with new furniture purchases. In addition, eight in 10 respondents said they expect brands to deliver more sustainable options. Meanwhile, just 5% said sustainability in general was not an important factor.
Founded online in 2015, as of Oct. 15, 2021, Allbirds operated 32 stores globally. The company plans to accelerate its expansion in the future, stating in its IPO filing that “we are in the early phase of a ramp towards hundreds of potential locations in the future.”