​“To create a more sustainable fashion economy, it’s crucial that we take a holistic approach,” said Hana Kajimura, head of sustainability at Allbirds. “By launching our trade-in program, 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 recommerce initiative.”

As part of the ReRun launch, Trove will provide Allbirds with the technology and logistics needed to control its own recommerce channel, building relationships and accruing data, while generating additional revenue, and attracting and retaining customers seeking more sustainable shopping options, the company said in a statement. 

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

“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.”

Founded by Tim Brown in 2014, Allbirds is a New Zealand-American company headquartered in San Francisco. The innovative footwear maker cut its sustainable design teeth on its first shoe, the Wool Runner, made from New Zealand superfine merino wool.

In the last eight years, it has attained B Certification and has rolled out a slew of stores globally, including its recent expansion across the U.S.