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Joanna Howarth Joanna.howarth@newbalance.com
New Balance Launches “Reconsidered” Resale Platform
Reconsidered Launch Aims to Support the Brand’s Commitment to Extend the Lifecycle of Its Products
Boston, MA – February 5, 2024 – New Balance today announced the launch of its new resale program, “Reconsidered.” Through the New Balance website, consumers can now view and shop for pre-owned shoes—including consumer returns and cosmetically imperfect footwear that cannot be sold as new — that have been cleaned as needed. The program also allows customers to trade in their gently worn New Balance shoes via mail or in-store drop-off and receive a voucher on eligible trade-ins to use toward their next New Balance purchase online at NewBalance.com. Voucher values will be dynamic based on the seasonality and condition of the product traded in.
“We know the footwear industry has a significant environmental impact, including too many products ending up in a landfill,” said John Stokes, Director of Sustainability at New Balance. “There are many things that have to shift. Launching Reconsidered is one piece of the puzzle with a program objective to help extend product life for some of our product and get the most from what is already made.”
In addition to focusing on longevity and circularity of products, New Balance has big goals when it comes to sustainability. The brand is committed to achieving its approved 1.5°C-aligned emissions reduction goals through the Science Based Targets Initiative (SBTi); sourcing 100% renewable electricity for owned operations by 2025; continuing to source lower-impact materials; transitioning to lower carbon transportation; and engaging with governments to help enact better climate policy. To learn more, visit the 2022 Sustainability and Impact Report.
The technology to facilitate the New Balance Reconsidered experience and fulfillment of these products is supported by Archive, a technology platform for branded resale. Product cleaning, fulfillment, and warehousing are provided by Tersus Solutions, which operates an innovative waterless cleaning technology alongside a suite of textile reclamation solutions for apparel and footwear.
Reconsidered will be available to customers in the U.S. at www.newbalancereconsidered.com. The in- store trade-in program will be piloted at eight retail locations before scaling into more US stores later this year.
About New Balance
New Balance, headquartered in Boston, MA, has the following purpose: Independent since 1906, we empower people through sport and craftsmanship to create positive change in communities around the world. Manufactured in the U.S. for more than 75 years and representing a limited portion of our U.S. sales, New Balance MADE U.S. is a premium collection that contains a domestic value of 70% or greater. New Balance owns five factories in New England and one in Flimby, U.K. New Balance employs 8,000 associates around the globe, and in 2022 reported worldwide sales of $5.3 billion. To learn more about New Balance, please visit www.newbalance.com and for the latest press information please visit http://newbalance.newsmarket.com.
About Archive
Archive is a technology company that enables brands to launch and scale resale businesses. The company works with more than 40 global brands including The North Face, Oscar de la Renta, Diane von Furstenberg, and Hanna Andersson to develop innovative resale programs that aims to keep products out of landfill, while simultaneously bringing in a new revenue stream, building customer loyalty, and driving customer acquisition. Learn more at archiveresale.com.
About Tersus
As a cleaning technology and logistics company that has operated as the backbone of recommerce™ since 2009, TERSUS Solutions enables over 25 premium brands, such as The North Face, Patagonia, REI, New Balance, Arc'teryx, and Cotopaxi to participate in branded resale. Tersus Solutions offers the world's most advanced liquid CO2-based waterless cleaning technology alongside a full suite of textile reclamation and resale logistics services, including repairs, upcycling, recycling, pick, pack and ship services. Tersus Solutions serves the outdoor, athletic, luxury, and firefighter industries and is the leading recycler of down filled products in the USA.