New Balance trials resale platform in the US

Customers can trade New Balance shoes for vouchers and help recycle shoes.

New Balance has launched its resale platform called“Reconsidered” in the US.

It is one of the brand’s initiatives to extend the lifecycle of its products.

The new platform, operated by Archive and Tersus Solutions, allows customers to browse and purchase pre-owned shoes, including consumer returns and cosmetically imperfect footwear.

Customers can trade in their gently worn New Balance shoes via mail or in-store drop-off, and receive vouchers on eligible trade-ins for their next New Balance purchase online. Voucher values will be dynamic based on the seasonality and quality condition of the product traded in.

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

Aside from the resale platform, New Balance has committed to other sustainability initiatives like 1.5°C-aligned emissions reduction goals, 100% renewable electricity by 2025, sourcing lower-impact materials, and transitioning to lower carbon transmission.

New Balance will pilot the programme at eight retail locations in the US before launching more this year. Plans for a global launch was not mentioned.