What: Resale is increasingly becoming a staple for lifestyle brands.

Why it is important:  For now, such programs are great for marketing and customer relations, but questions remain about their profitability and how to be economically sustainable.

Brooks Running has launched a recommerce program called ReStart, which refurbishes and resells used Brooks footwear in the U.S. To run this program, Brooks has partnered with Trove, a recommerce technology provider. The program offers used products across three quality levels: Like New, Great, and Good, with prices starting at 35% off the manufacturer’s suggested retail price.

The ReStart program is part of Brooks' sustainability strategy, aiming to extend the lifespan of used products. Trove, Brooks' resale partner, claims that its secondhand goods sales reduce greenhouse gas emissions by keeping items in use longer. The company processes more than a million items annually and works with various brands looking to resell used goods.

While the recommerce trend is growing, with ThredUp predicting the U.S. resale market will reach $70 billion by 2027, there are questions about its profitability and environmental benefits. Some online resale providers have struggled to maintain profitability, and experts question whether the shift to resale can counterbalance the fashion industry's environmental impact.

Lifestyle brand Brooks goes resale