New Balance launches “Reconsidered” resale platform

Reconsidered launch aims to support the brand’s commitment to extend the lifecycle of its products

New Balance has announced the launch of its new resale program, “Reconsidered.”

Through the New Balance website, consumers can now view and shop for pre-owned shoes—including consumer returns and cosmetically imperfect footwear that cannot be sold as new — that have been cleaned as needed.

The program also allows customers to trade in their gently worn New Balance shoes via mail or in-store drop-off and receive a voucher on eligible trade-ins to use toward their next New Balance purchase online at Voucher values will be dynamic based on the seasonality and condition of the product traded in.

“We know the footwear industry has a significant environmental impact, including too many products ending up in a landfill,” said John Stokes, Director of Sustainability at New Balance. “There are many things that have to shift. Launching Reconsidered is one piece of the puzzle with a program objective to help extend product life for some of our product and get the most from what is already made.”

In addition to focusing on longevity and circularity of products, New Balance has big goals when it comes to sustainability. The brand is committed to achieving its approved 1.5°C-aligned emissions reduction goals through the Science Based Targets Initiative (SBTi); sourcing 100% renewable electricity for owned operations by 2025; continuing to source lower-impact materials; transitioning to lower carbon transportation; and engaging with governments to help enact better climate policy. To learn more, visit the 2022 Sustainability and Impact Report.

The technology to facilitate the New Balance Reconsidered experience and fulfilment of these products is supported by Archive, a technology platform for branded resale. Product cleaning, fulfilment, and warehousing are provided by Tersus Solutions, which operates an innovative waterless cleaning technology alongside a suite of textile reclamation solutions for apparel and footwear.

Reconsidered will be available to customers in the U.S. at The in-store trade-in program will be piloted at eight retail locations before scaling into more US stores later this year.


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