Allbirds, PrettyLittleThing Launch Resale Platforms


Brands are making this move to show their commitment to sustainability.

Called Allbirds ReRun, the Allbirds offering will initially give customers at three stores the option of trading in their preloved Allbirds shoes for $20 in-store credit. Following the launch in Los Angeles, Chicago and New York City, the initiative will be expanded to additional retail locations.

Products sold through the scheme will be slightly imperfect and “gently used” shoes at reduced price points, starting at $59. ReRun will initially only be available in the US.

Hana Kajimura, Head of Sustainability at Allbirds, said, “To create a more sustainable fashion economy, it’s crucial that we take a holistic approach. 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 re-commerce initiative.”

Allbirds Re-run will be operated in partnership with branded re-commerce specialist, Trove.

Andy Ruben, chief executive of Trove, added, “Since its founding, Allbirds has been a global leader in end-to-end sustainability that is raising the bar for the entire retail industry. 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.”

Allbirds said the programme ties in closely with it Allbirds’ Flight Plan 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. The brand is already a 100% carbon-neutral business through the use of third-party verified carbon offsets.

PLT marketplace would launch as a UK-only app

before rolling out to other international markets by the end of the year to allow consumers to sell their old PLT items, as well as second-hand items from other brands.

The exact launch date is yet to be confirmed. “It will be an app where girls can resell their PLT pieces and pretty much anything pre-loved,” Hague said. “It is a massive move for us and something that we think will disrupt the fashion industry, as people aren’t going to expect this from us.”

Hague said that the marketplace would encourage sustainability and for its young customer base to rethink throw-away fashion, adding: “It will encourage girls to think maybe this piece is actually still in really great condition and to encourage someone else to buy it, and it is great to make a little bit of money for our girls as well.” The news comes after several fashion retailers, including Levi, New Look and H&M have recently ventured into the resale market.