Athleta launched its first resale platform, Always Athleta, in partnership with ThredUp. Owned by Gap, Inc., the platform will be used to understand customer purchasing behavior better and attract new customers to the brand.
“As a certified B Corporation, Athleta believes in using business as a force of good,” said Kim Waldmann, chief digital officer at Athleta. “The launch of our first-ever resale pilot, Always Athleta, marks a major milestone toward our vision for a more sustainable future. We’re thrilled to partner with thredUP on this innovative platform that invites consumers to make a positive environmental impact without compromising on performance or style.”
Initially, a limited group of randomly selected customers will receive access to the pilot platform when visiting Athleta.com. Those customers can choose “Preloved” from the website’s navigation bar and be directed to shop gently used products up to 90 percent off the estimated retail price.
The platform builds on sister brands the Banana Republic and Gap’s existing partnership with thredUP’s Resale-as-a-Service service.