Many large and small running brands are making important sustainability efforts and one of the biggest, New Balance, has taken a step beyond footwear to expand its Reconsidered resale program to include apparel. This is a major step and builds on strong customer response and momentum as the platform marks its two-year anniversary.
Since launching, Reconsidered has helped to recirculate more than 100,000 pairs of New Balance shoes as the program. The impact should be even greater now that apparel has been added to the program.
“Reconsidered has been an impactful platform for New Balance consumers to access popular, like-new or gently worn styles while helping to extend the life of our footwear,” explains Tracy Knauer, VP–North America marketing and DTC for New Balance. “We’ve seen an influx of new customers come to us through Reconsidered, so we’re excited to continue offering them even more options through our expansion into the apparel category.”
With the addition of apparel, Reconsidered now offers a wider selection of items for resale. Shoppers can purchase preowned New Balance footwear, as well as footwear and apparel from consumer returns with cosmetic imperfections that cannot be sold as new — all of which have been cleaned and inspected.
Customers can also trade in gently worn New Balance shoes by mail or at more than 100 retail locations and receive a voucher for accepted items toward their next purchase on NewBalance.com or at participating U.S. New Balance retail locations. Note: Apparel is not currently available for trade-in.
The New Balance Reconsidered resale experience is powered by Archive, a platform for branded resale. The company works with leading global brands – including The North Face, Lululemon and Peloton – to launch and scale circular business models that keep products out of landfill, while simultaneously bringing in a significant new revenue stream, building customer loyalty, and driving customer acquisition.
Archive was founded in 2021 by Emily Gittins and Ryan Rowe and was named one of Fast Company’s Most Innovative Companies in Retail in 2024.
Cleaning, fulfillment and warehousing are handled by Tersus Solutions.
“With Reconsidered seeing strong engagement and continued growth, New Balance expanding into apparel is a natural next step,” adds Emily Gittins, CEO of Archive. “We’re proud to work with a brand that’s investing for the long term, building systems to help keep products in circulation at scale and proving that resale can be core to how a modern brand operates.”
To learn more:
www.newbalancereconsidered.com
