Lululemon has entered the resale market trend by launching its Like New program in Canada, where customers can buy and sell pre-owned Lululemon clothing. This move aligns with a growing shift towards brands creating their own resale platforms, moving beyond traditional thrift stores and online marketplaces.
Tersus Solutions, a Denver-based company, operates a 25,000-square-foot processing hub in Calgary, handling Lululemon returns for cleaning, grading, and resale under the Like New service. The facility, the first of its kind in Canada, processes not only returns but also pre-owned Lululemon items from customers nationwide.
For companies like Lululemon, embracing resale offers multiple benefits. It allows them to extend the life cycle of their products, attract customer loyalty, and promote sustainability. Customers can save on newer products through the resale platform, receiving either cash or store credit for their sales.
At the Calgary facility, Tersus Solutions uses an innovative liquid CO2 cleaning system to refurbish returned items efficiently. Despite initially focusing on returns, the facility is experiencing high demand, processing between 1,000 to 1,500 items daily, surpassing expectations.
This resale trend is not unique to Lululemon. Retailers are increasingly exploring ways to tap into the second-hand market, where products are resold within their own brand ecosystem. By offering resale options, brands can appeal to a broader customer base and provide more accessible price points without compromising their premium brand image.
An example of a company successfully implementing resale is Anián, a Victoria-based clothing brand that launched its own resale marketplace in 2021. Their platform has seen significant traction, attracting thousands of visitors and diverting textile waste from landfills.
Overall, the rise of resale initiatives reflects a strategic shift in the retail industry towards sustainability, customer engagement, and new revenue streams. By embracing this trend, companies like Lululemon are not only catering to changing consumer preferences but also contributing to a more circular and environmentally conscious economy.