New Balance Launches Resale with Archive

New Balance has unveiled Reconsidered, its pioneering resale platform that marks a stride towards sustainable and circular practices in the footwear sector.

To support this endeavor, New Balance partnered with Archive, a technology platform specializing in branded resale, and Tersus Solutions, which provides waterless cleaning technology and textile reclamation solutions for apparel and footwear.

Archive has partnered with a variety of brands including The North Face, which has sold hundreds of thousands of items in the U.S. and Canada through its Renewed program. Oscar De La Renta has also collaborated with Archive for its Encore program, while M.M.LAFLEUR has launched its Second Act initiative.

Other brand partners are Ulla Johnson with its Preloved collection, Hanna Andersson offering Preloved items, Faherty with its Secondwave program, Sandro with Secondhand offerings, and DVF with its Rewrap initiative.

Archive's approach is to work closely with each brand partner to launch a unique, customized resale business that aligns with the brand's identity and goals. This collaboration extends to managing various aspects of the resale process, including product identification, photography, pricing, order fulfillment, handling of returns, and in-store take-back programs.

Reconsidered allows customers to trade in their gently worn New Balance shoes either by mail or through in-store drop-off. In exchange for their contributions to this sustainable cycle, customers receive vouchers that can be used towards future purchases of New Balance products. This process ensures that the shoes meet quality and hygiene standards before being offered to new owners. The value of these vouchers is determined by the condition and seasonality of the traded-in footwear.

How it works?

The process is straightforward for selling on New Balance's Reconsidered platform:

1. Customers can trade their footwear via mail or by dropping them off at participating New Balance stores
2. Each pair of shoes is evaluated based on its condition and seasonality
3. In return, customers receive vouchers they can use towards future New Balance purchases
4. These pre-loved shoes are then cleaned as needed, ensuring they meet stringent hygiene and quality standards
5.  They are listed for sale on the Reconsidered platform

This process allows the company to maintain direct control over the quality, packaging, and pricing of its products, ensuring that the brand's message and image remain consistent.

Luxury fashion brands have also entered the pre-loved market, with Gucci, Alexander McQueen, Chloé, and Balenciaga building their own sites and services to buy and sell second-hand items.

This resale program aligns with New Balance's broader sustainability goals, such as ensuring that all cotton and leather used are from preferred sources and aiming for 50% of their polyester to be recycled by 2025. Furthermore, New Balance is working towards sourcing 100% renewable electricity for owned operations by the same year.