Toms kicks off resale partnership

A sustainably focused footwear, eyewear, apparel and accessories brand is teaming up with a well-known resale platform.

Toms is deploying the ThredUp Resale-as-a-Service (RaaS) solution, which delivers scalable, customizable resale offerings for retailers. This enables customers to send in used items both from the direct-to-consumer retailer and from other brands in exchange for credit they can use on the Toms e-commerce site.

In addition, customers can shop online for used Toms products collected through its ThredUp partnership. Founded in 2006, Toms donates one-third of its profits for grassroots efforts through cash grants and building deep partnerships with nonprofits working to create impact in three areas: mental health, access to opportunity, and ending gun violence.. Toms is a certified B Corp, meaning it meets verified standards in areas such as sustainability, employee benefits, and charitable giving.

Other fashion-oriented companies that have recently partnered with ThredUp for resale efforts include Francesca's Acquisition LLC, which operates a nationwide chain of Francesca's and Franki by Francesca's stores; as well as Kate Spade. And global fast-fashion giant H&M made its U.S. debut in the burgeoning resale market via a new partnership with ThredUp in March 2023. 

“As the resale market gains momentum, we’re pleased to offer our customers two easy ways to contribute to the circular economy – shopping secondhand or sending in gently used items to give them a second life,” said Amy Smith, chief brand officer at Toms. “As a mission-driven brand in business to improve lives, Toms is thrilled to launch this partnership with ThredUP as an extension of our ongoing B Corp and sustainability efforts, giving customers a new way to wear good.”

Consumers committed to sustainable purchases; intent varies by category

Sixty-five percent of U.S. buyers consider sustainability when making purchases, a 14% increase from a year ago, according to the Global Sustainability Study 2022 by pricing advisory firm Simon-Kucher & Partners. 

The shift in consumer behavior coincides with a shift in sentiment toward sustainability during the past year, as 73% of respondents to the survey view environmental sustainability to be 'as important’ or ‘more important’ to them than a year ago, the report said.

In the U.S., 71% of consumers surveyed indicated their purchasing behavior and choices have shifted in at least a modest way towards buying more environmentally sustainable products over the past five years.