New Zealand-American footwear brand Allbirds, has announced the launch of Allbirds ReRun, a new resale platform, in partnership with circular solutions provider Trove, with plans to double the lifespan of its footwear items.

The Allbirds 'ReRun' program will initially be launched at three US sites in Los Angeles, Chicago, and New York City before moving to other retail locations.

Customers who bring in their used Allbirds shoes will receive a $20 store credit. On the 'ReRun' platform, the brand will sell slightly defective and gently used shoes at lower prices beginning at $59.

The new recommerce program is in line with Allbirds' Flight Plan, a set of sustainability goals that include halving the brand's per-product carbon footprint by the end of 2025 and decreasing it to near zero by the end of 2030. Allbirds is already a carbon-neutral company thanks to the usage of third-party validated carbon offsets.

Trove, a resale service provider based in California, will provide technical support and logistics for the 'ReRun' platform. Trove provides companies with the technological platform and logistics they require to run their own recommerce channels, allowing them to own their customer connections and data, create additional money, and attract and retain customers looking for more sustainable buying options.

Leading fashion, footwear, accessories, outdoor, and luxury businesses are collaborating with Trove to increase customer loyalty while also driving sustainability by lowering their carbon impact and prolonging the lifespan of their products. Levi's, Lululemon, Patagonia, REI, Nordstrom, and Eileen Fisher are among the company's current clients.

Hana Kajimura, Head of Sustainability at Allbirds, said that it is critical that they adopt a comprehensive approach to creating a more sustainable fashion market. They will enable their customers to play an important role in extending the life of their sneakers by establishing their trade-in program, ReRun. They constantly look for partners who share their dedication to sustainability, and they're excited to collaborate with Trove on their first recommerce project.

Andy Ruben, CEO of Trove, said that since its inception, Allbirds has been a global leader in end-to-end sustainability, elevating the bar for the entire retail industry. The firm has set a goal of doubling the lifetime of its footwear goods, and they couldn't be more excited to join with Allbirds to enable ReRun as the company takes another step toward fully circular operations.