It’s meant to be a step forward in Allbirds’ circularity journey: The US sustainable footwear and apparel company has announced the launch of Allbirds ReRun, a new resale platform in partnership with recommerce specialist Trove.
ReRun is initially planned for the USA only. The program will offer customers at three stores the option of trading in their preloved 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 new ReRun platform, Allbirds will sell slightly imperfect and gently used shoes at reduced price points, starting at $59.
The new recommerce program ties closely to 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. Through its partnership with Trove, Allbirds wants to prolong the life of its products, which is a key component of Allbirds’ sustainability strategy. Allbirds claims to be 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. 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,” said Hana Kajimura, Head of Sustainability at Allbirds.
As partner of ReRun, Trove provides the technology platform and logistics Allbirds needs to control its recommerce channel, enabling the brand to own its customer relationships and data. According to the company it also works with partners including Lululemon, Patagonia, REI, Nordstrom, Levi’s, Eileen Fisher and Arc’teryx.