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Shoe-brand On launches trade-in and resale site


Swiss performance sportswear brand On has introduced its circular economy offering – Onward, a dedicated site that enables shoppers to buy and trade in pre-owned On footwear.

The brand, which is backed by tennis star Roger Federer, also plans to expand Onward to include apparel by the end of the year.

“We remain dedicated to making high-quality products that push the bounds of innovation, challenging limits that previously existed in the footwear industry,” said Caspar Coppetti, co-founder of On.

“With the launch of Onward, we are giving our customers more access to groundbreaking products, while giving our products an extended lifespan at the same standard of quality.”

On partnered with reuse platform provider Trove to build and run the site. The technology firm manages similar sites for other big-name clothing and outdoor brands, such as Patagonia and Lululemon.

“Reducing environmental impact is one of our biggest priorities at On. Exploring innovative partnerships with companies like Trove is a key step in becoming a more circular company by the end of the decade,” added Coppetti.

Customers can now send their lightly or moderately used On shoes back to the company in return for a gift card to spend on new or used items. Shoes which aren’t fit for resale will be donated or recycled. The returned items will then be sorted into three categories depending on quality — near-perfect, very good and good — and priced accordingly.

The brand reported that a newer product of near-perfect quality will cost roughly 75% of the original price. And while consumers benefit from the lower prices, they are also helping to prevent items going to landfill and eliminating the emissions associated with producing new goods.

“On is revolutionising the running experience with its sustainability focused, high-performance designs, and as a global leader with a highly engaged worldwide community, the brand is uniquely positioned to help tackle environmental challenges,” said Gayle Tait, CEO at Trove.

“We are proud to power the Onward programme to offer a convenient way for customers to trade in and shop for preloved On gear and to support the brand’s efforts to build a fully circular product lifecycle.”

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