Brooks enters the second-hand market
👟 Running brand Brooks joins the resale scene with ReStart – a program dedicated to revamping and reselling pre-loved Brooks shoes across the U.S. Announcing the new venture on Thursday, the athletic wear giant teams up with Trove, a tech provider for re-commerce.
Through ReStart, Brooks will offer a range of refurbished footwear categorized into three quality grades: Like New, Great, and Good. Prices for second-hand items will start at 35% off the manufacturer's suggested retail price, with popular Ghost and Glycerin styles, as well as products from the Hyperion line, made available.
Brooks highlights sustainability as the main driver of its resale initiative, with the program aimed at prolonging the life of used products. According to Dave Kemp, Brooks' director of corporate responsibility, "Recommerce lets us keep gear running while we tackle the impact our business has on the environment."
Trove, Brooks' partner in ReStart, claims it processes over one million items annually, with their second-hand goods sales contributing to lower greenhouse gas emissions by keeping items in circulation longer. Already signed on with other brands like running shop On, Lululemon, and Carhartt, Trove's resale tech is reportedly now available in over 700 stores nationwide.
Last year, Trove secured a whopping $77.5 million in Series D funding to scale their brand partnerships, enhance technology, and improve logistics infrastructure, among other goals. Despite the competitive landscape in re-commerce (companies like ThredUp are also attracting top brands), Trove's growth spree continues.
As more brands in the retail sector hop on the resale bandwagon, ThredUp estimates that the resale market might skyrocket. In a predictions report released in 2021, ThredUp projected the U.S. resale market would reach $70 billion by 2027, with the global market valued at a staggering $350 billion.
Still, it's uncertain whether resale services can truly deliver on sustainability and profitability. Some online resale providers have grappled with maintaining profitability, a challenge experts suggest could be more manageable through physical, local stores. Meanwhile, some industry experts question whether the move towards resale is sufficient to counterbalance the fashion industry's negative impact on the environment.
[1] - Sustainably-minded: By partnering with Trove and launching the ReStart program, Brooks Running aims to keep used products in circulation, fostering sustainable purchasing options.
- Brooks, a renowned running brand, has ventured into the resale industry with ReStart, a program aimed at revamping and selling pre-owned Brooks shoes across the United States.
- The collaboration between Brooks and Trove, a technology provider for re-commerce, will offer refurbished footwear, categorized into three quality grades: Like New, Great, and Good.
- Pricing for second-hand items will commence at 35% off the manufacturer's suggested retail price, with popular shoes like the Ghost and Glycerin, as well as products from the Hyperion line, available.
- Brooks emphasizes sustainability as the primary focus of its resale initiative, with the program designed to prolong the life of used products and reduce the environmental impact of their business.
- Trove processes over a million items annually and claims that their second-hand goods sales contribute to lower greenhouse gas emissions by extending the lifespan of goods.
- As more retail brands adopt resale practices, industry analysts predict that the global resale market could reach a staggering $350 billion by 2027, with the U.S. market projected to hit $70 billion by the same year.
