Products of Change


Mon 21 Feb 2022 | by Rob Hutchins

Sustainable footwear brand Allbirds launches resale platform ReRun with Trove

The sustainable footwear company an global lifestyle brand, Allbirds has stepped up its planet friendly measures once again with the launch of Allbirds ReRun, a resale platform developed in partnership with Trove. ReRun is the latest in Allbirds’ holistic commitment to sustainability and will initially offer customers at three stores the option of trading in their preloved Allbirds shoes for $20 in store credit. The initiative will be rolled out at stores in Las Angeles, Chicago, and New York City, before expanding to additional retail locations nationally. Allbirds is a world-recognised lifestyle brand that looks to innovate with naturally derived materials to ‘make better things in a better way.’ Meanwhile, Trove is a market leader in branded recommerce. “Since its founding, Allbirds has been a global leader in end-to-end sustainability that is raising the bar for the entire retail industry,” said Andy Ruben, CEO of Trove. “The company has set a goal of doubling the lifetime of its footwear products and we could not be prouder to partner with Allbirds to power ReRun as the company moves another step forward toward fully circular operations.” The new recommerce programme links in closely with Allbirds’ Flight Plan, a series of sustainability commitments that include reducing the brand’s per-product carbon footprint by half by the end of 2025 and cutting it to near zero by the end of 2030. Through its partnership with Trove, Allbirds will prolong the life of its products, a key component of Allbirds’ sustainability strategy. Allbirds is already a 100 per cent carbon neutral business through the use of third-party verified carbon off-sets. “To create a more sustainable fashion economy, it’s crucial that we take a holistic approach,” said Hana Kajimura, head of sustainability at Allbirds. “By launching our trade-in programme, ReRun, we will enable our customers to play an integral role in extending the life of our shoes. “We always seek partners who share our commitment to sustainability, and we’re thrilled to work with Trove on our first recommerce initiative.”

US customers will be able to bring preloved Allbirds shoes back to stores for $20 in-store credit
Through the platform, Allbirds will sell slightly imperfect and gently used shoes at reduced price points, starting at $59. ReRun will initially exclusively be available in the US. Under the partnership, Trove will provide the technology platform and logistics that the brand needs to control its recommerce channel, enabling it to own their customer relationships and data, generate additional revenue, and attract and retain customers seeking more sustainable shopping options. The team already provides white-label technology and end-to-end operations hat power circular shopping for brands like lululemon, Patagonia, Nordstrom, Levi’s, and Eileen Fisher. Meanwhile, Allbirds is a certified B Corp and public benefit corporation that places the environment as a key business stakeholder. The brand’s story began with superfine New Zealand merino wool, and has since evolved to include a eucalyptus tree fibre knit fabric and a sugarcane-based EVA foam. It was in 2019 that Allbirds became 100 per cent carbon neutral through a self-imposed carbon tax, and in 2020 it began labelling all products with a carbon footprint. Allbirds holds on to the mantra that business can accelerate a shift away from high-polluting practices and ‘help protect the planet for future generations.’