Business In News
Performance sportswear brand On and baggage brand Vera Bradley have both debuted new resale programs — powered by Trove and ThredUP, respectively — to further their ongoing sustainability efforts.
Vera Bradley has expanded its existing partnership with ThredUP to include a Resale Shop powered by ThredUP’s resale-as-as-service platform. Customers can now shop an assortment of vintage and pre-loved Vera Bradley products directly on the brand’s website. Vera Bradley first partnered with ThredUP in 2021 to participate in the platform’s Clean Out Kit program.
At the same time, On has announced the launch of its new resale site and online trade-in program — Onward. Powered by the Trove recommerce operating system, Onward allows On customers to shop and trade in their pre-owned footwear. Customers who send in their gently used On gear will receive a $35 credit toward their next purchase at Onward or the core On site. The program currently only covers footwear but will expand to include apparel in the near future.
For both brands, the new resale programs are part of larger environmental, social and governance (ESG) initiatives. In 2021, Vera Bradley committed to updating 100% of all its fabrications to more sustainable alternatives by 2025, and customers can already shop the brand’s sustainable collections — ReActive, featuring products made from recycled water bottles, and a line made from recycled cotton. The Onward resale program will be an essential piece of On’s larger goal to cut emissions and become a fully circular brand by 2030.
“With the launch of Onward, we are giving our customers more access to groundbreaking products, while giving our products an extended lifespan at the same standard of quality,” said Caspar Coppetti, Co-founder of On in a statement. “Reducing environmental impact is one of our biggest priorities at On. Exploring innovative partnerships with companies like Trove is a key step in becoming a more circular company by the end of the decade.”