{"id":78411,"date":"2026-03-16T11:10:22","date_gmt":"2026-03-16T11:10:22","guid":{"rendered":"https:\/\/dralysstore.com\/blog\/?p=78411"},"modified":"2026-03-16T11:10:22","modified_gmt":"2026-03-16T11:10:22","slug":"new-balance-expands-its-resale-platform-with-addition-of-apparel","status":"publish","type":"post","link":"https:\/\/dralysstore.com\/blog\/new-balance-expands-its-resale-platform-with-addition-of-apparel\/","title":{"rendered":"New Balance expands its resale platform with addition of apparel"},"content":{"rendered":"
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In 2024, New Balance launched Reconsidered, the brand\u2019s resale program. And in 2026, the company is now building on its success to add apparel to the footwear already sold to the program.<\/p>\n

According to New Balance, since Reconsidered\u2019s launch, the platform has helped to recirculate more than 100,000 pairs of the brand\u2019s shoes.<\/p>\n

New Balance ranks No. 178 in the Top 2000<\/a>. The database is Digital Commerce 360\u2019s ranking of the largest North American e-retailers by online sales. There, Digital Commerce 360 categorizes New Balance as an Apparel & Accessories<\/a> retailer.<\/p>\n

Why New Balance is adding apparel to its resale platform<\/h2>\n

\u201cReconsidered has been an impactful platform for New Balance consumers to access popular, like-new or gently worn styles while helping to extend the life of our footwear,\u201d said Tracy Knauer, vice president of North America marketing and direct-to-consumer operations. \u201cWe\u2019ve seen an influx of new customers come to us through Reconsidered, so we\u2019re excited to continue offering them even more options through our expansion into the apparel category.\u201d<\/p>\n

Consumer returns with cosmetic imperfections that cannot be sold as new \u2014 all of which have been cleaned and inspected \u2014 will be part of the program. Another addition to the program is that customers can now also trade in gently worn New Balance shoes by mail or at more than 100 retail locations and receive a voucher for accepted items toward their next purchase on NewBalance.com or at participating U.S. New Balance retail locations. Apparel is not currently eligible for trade-ins.<\/p>\n

New Balance\u2019s Reconsidered experience relies on the resale platform Archive, using cleaning, fulfillment and warehousing services from Tersus Solutions.<\/p>\n

\u201cResale is fundamentally different from traditional ecommerce because brands are managing one-of-a-kind products coming from many different sources and in different conditions,\u201d Ryan Rowe, the chief technology officer and co-founder at Archive, told Digital Commerce 360. \u201cOur platform handles that complexity so brands like New Balance can launch and scale resale programs while maintaining the same brand experience customers expect from their primary channels.\u201d<\/p>\n

What\u2019s behind rising interest in resale?<\/h2>\n

Nicole Arnett Sanders, a marketing professor at Columbia Southern University, told Digital Commerce 360 that the rise of branded resale platforms is one of the most important shifts happening in consumer culture right now. New Balance is just one of many online retailers that see opportunities in a growing resale market<\/a>.<\/p>\n

\u201cNew Balance\u2019s expansion of Reconsidered into apparel is a timely and strategic move that reflects a deep understanding of where the consumer mindset is right now,\u201d Sanders said.<\/p>\n

Sanders assessed that resale gives New Balance consumers a way to stay loyal to the brand while adapting to tighter household budgets.<\/p>\n

\u201cThat\u2019s a powerful retention play that traditional discounting can\u2019t replicate, because it doesn\u2019t erode the brand\u2019s premium perception,\u201d she stated.<\/p>\n

In addition, Sanders noted that expanding the resale program is great digital strategy.<\/p>\n

\u201cOn the circular economy side, this isn\u2019t just a sustainability signal \u2014 it\u2019s a digital engagement strategy,\u201d Sanders explained.<\/p>\n

Moreover, she said Reconsidered creates a reason for consumers to return to New Balance\u2019s owned ecosystem repeatedly, which is gold for first-party data collection at a time when that\u2019s harder to come by.<\/p>\n

\u201cEvery resale transaction is a touchpoint that keeps New Balance in the purchase consideration loop without paying for acquisition,\u201d Sanders said.<\/p>\n

What New Balance will hope to achieve<\/h2>\n

She added that the brands that will win in digital commerce aren\u2019t just selling products \u2014 they\u2019re building behavioral ecosystems.<\/p>\n

\u201cReconsidered is exactly that kind of infrastructure, and New Balance is positioning itself as a brand that meets consumers where they are, economically and digitally,\u201d Sanders said.<\/p>\n

Shawn DuBravac, CEO and founder of the Avrio Institute, a retail research and consulting firm, said Reconsidered\u2019s expansion is not just about sustainability or greenwashing.<\/p>\n

\u201cBy some estimates, secondhand apparel sales are growing twice as fast as the broader apparel market,\u201d DuBravac said. \u201cResale is no longer a sustainability side project. For brands like New Balance, it is becoming a core channel with measurable customer acquisition and loyalty dynamics.\u201d<\/p>\n

DuBravac said when used strategically, resale is an important on-ramp for new customers to the broader brand.<\/p>\n

\u201cWhen the resale channel is a viable customer acquisition and engagement channel, the traditional economics change significantly,\u201d he said.<\/p>\n

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