Brooks enters recommerce with ReStart resale program

Brooks Running announced on Thursday the launch of ReStart, a new recommerce program that will refurbish and resell gently used Brooks footwear in the U.S.

Entering the recommerce space for the first time, the Seattle-based running brand has partnered with Trove, a recomerce technology expert, to power ReStart and ensure a seamless shopping experience.

“I’m incredibly excited to share the news of Brooks’ new recommerce program in partnership with Trove,” said Melanie Allen, chief marketing officer at Brooks. “Through ReStart, we can create new pathways into the brand, and reach a growing community of conscientious consumers.”

The ReStart program will incorporate three grade ranges – Like New, Great, and Good – in a variety of Brooks’ footwear styles, including the Ghost and Glycerin models and speed product such as the Hyperion franchise. Prices start at 35% off MSRP, added Brooks.

“Recommerce allows us to keep gear on the run while supporting our aim to take responsibility for the impact of our business,” said Dave Kemp, director of corporate responsibility at Brooks. “The launch of ReStart is an important step in the brand’s long-term, science-backed approach to sustainability.”

Global resale is a $100 billion dollar business, growing at five times the rate of retail, and expected to represent 23% of all retail in 2030, according to the Brand Resale Index.

Trove is the market leader in branded resale and trade-in for world-class brands and retailers such as Canada Goose, Lululemon, Patagonia, REI, Levi’s, Arc’teryx, and more. Between 2016 and 2022, 3 million kilograms of greenhouse gas emissions were avoided by extending the life of millions of items through Trove-powered resale and trade-in programs.