Lululemon Athletica Inc. is getting into resale.
The Vancouver, Canada-based company announced today that it was piloting its first-ever recommerce program dubbed Like New as part of its broader commitment to sustainability unveiled in its Impact Agenda.
Starting next month, customers in California and Texas will be able to take part in the trade-in program, which will expand into a resale program in the same markets come June. The sportswear maker has more than 80 participating stores in the states, but shoppers can also opt to trade in their gently used Lululemon clothing by mail in exchange for an e-gift card.
As for the resale program, the brand shared that 100% of profits will be “reinvested into additional sustainability initiatives.” It has partnered with circular shopping firm Trove to support technology and operations, while ineligible items will be recycled through Lululemon’s longstanding partnership with reverse logistics business Debrand.
According to Lululemon, purchases from Like New could save up to 50% of a product’s carbon footprint and 310 grams of waste.
“Lululemon is actively working to help create a healthier future,” CEO Calvin McDonald said in a statement.
What’s more, the chain has debuted a new, limited-edition collection called Earth Dye, whose products are made with lower-impact dyes upcycled from the waste of oranges, beets and saw palmetto trees. Lululemon shared that such dyes use less water, carbon and synthetic chemicals, compared with conventional synthetic dyes. The capsule is available on May 11 both online and in stores.
“Our Lululemon Like New and Earth Dye initiatives are both meaningful steps towards a circular ecosystem and demonstrate the sustainable innovation underway in product development and retail,” added McDonald.
Released in October, Lululemon’s Impact Agenda is organized into three interconnected areas of focus: diversity and inclusion; health and wellbeing; as well as sustainable product innovation and circularity. It previously announced plans to provide resell, repair or recycle options to customers by 2025, plus ensure that 100% of its products are made with sustainable materials and end-of-use solutions by 2030.
Lululemon has recently enjoyed better-than-expected growth amid an athleisure boom accelerated by the COVID-19 pandemic. At the end of last month, it notched a solid fourth-quarter profit and sales beat: Adjusted diluted earnings per share amounted to $2.58, versus consensus bets of 82 cents in earnings per share. Revenues increased 24% to $1.7 billion, compared with Wall Street’s predictions of $997.45 million. The company is also gearing up for the debut of its inaugural footwear collection in early 2022.