Two years after launch, New Balance’s Reconsidered resale platform adds apparel to its footwear offer – a category expansion that signals growing commercial confidence in branded recommerce.
Two years after launching its dedicated resale program, New Balance is broadening the scope of Reconsidered to cover apparel – a category step that speaks to the platform’s commercial traction and a wider shift among sporting goods brands toward circular business models.
The Boston-based company announced the expansion on March 11. Since the program’s launch in February 2024, Reconsidered has helped recirculate more than 100,000 pairs of footwear through its dedicated resale channel, the brand said.
Apparel joins footwear, but trade-in stays footwear-only for now
Shoppers can now browse both pre-owned New Balance shoes and apparel that was returned by customers but cannot be sold at full price due to minor cosmetic imperfections. All items go through a cleaning and inspection process before being listed. Trade-in, however, remains limited to footwear: customers can send in worn New Balance shoes by mail or drop them off at more than 100 participating US retail locations, receiving a store credit voucher for accepted items redeemable on NewBalance.com or in qualifying stores.
Archive and Tersus Solutions power the platform
The Reconsidered resale experience is built on the technology infrastructure of Archive, a platform that enables branded resale programs for companies including The North Face, Lululemon and Peloton. Product cleaning, fulfillment and warehousing are managed by Tersus Solutions.
Recommerce gaining real commercial weight
The move places New Balance alongside a growing group of sporting goods brands integrating recommerce into their commercial model. The global second-hand market could grow to $276 billion (€242bn) by 2028, according to platform OfferUp, with marketplace operator Mercari estimating expansion to $325 billion (€285bn) by 2031, up from roughly $174 billion (€152bn) in 2022.
For New Balance, the resale push sits within a period of exceptional top-line growth. The company reported worldwide sales of $9.2 billion (€8.1bn) in 2025, up 19 percent year on year, and has indicated an ambition to reach $10 billion (€8.8bn) in annual revenue. Since 2020, the brand’s sales have increased by 180 percent.
