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New Balance introduces ‘Reconsidered’ resale programme

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Footwear brand New Balance has launched a resale programme on its website, enabling customers to shop for pre-loved shoes, consumer returns and “cosmetically imperfect footwear that cannot be sold as new”.

As part of its wider sustainability goals, the Reconsidered offering includes an option to trade-in footwear. Consumers can send their gently used shoes to stores or by post and receive a voucher for the New Balance ecommerce site. The value of these vouchers will be determined based on the seasonality and condition of the traded-in products.

Trade-ins and returns will be “cleaned as needed,” before being added to the platform – which will be supported by resale technology company Archive.

Additionally, New Balance has partnered with circular textile company Tersus Solutions for product cleaning, fulfilment and warehousing. Tersus uses waterless cleaning technology to wash used products, and has worked with the likes of Ralph Lauren and Canada Goose.

John Stokes, director of sustainability at New Balance, said: “We know the footwear industry has a significant environmental impact, including too many products ending up in a landfill.

“There are many things that have to shift. Launching Reconsidered is one piece of the puzzle with a programme objective to help extend product life for some of our product and get the most from what is already made.”

This latest initiative aligns with New Balance’s wider sustainability efforts. It has committed to achieving its approved 1.5°C-aligned emissions reduction targets through the Science Based Targets Initiative (SBTi).

Furthermore, New Balance aims to source 100% renewable electricity for its owned operations, continue to source lower-impact materials, transition to lower carbon transportation, and actively engage with governments to enact better climate policy.

Discover more about New Balance in an exclusive company profile in the RetailX Global Sports Sector 2023 report. Download the full report for a look at  the rise of ‘athleisurewear’; the increased use of tech to gamify and add other dimensions to sport and fitness; and the continued and growing role of sportswear in fashion.

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