Athleta is diving deeper into resale.
The women’s athletic apparel brand, a division of Gap Inc., is entering into a new resale partnership with ThredUp, and also opening an online storefront with Shop Premium Outlets. Athleta says it intends both partnerships to deliver new value to customers shopping in stores and online. Following are overviews of each collaboration.
Athleta pilots “preloved” shopping experience with ThredUp
Athleta’s first-ever resale platform, “Always Athleta,” is a new “360-resale” program enabled by ThredUp’s Resale-as-a-Service (RaaS) offering, which delivers scalable, customizable resale offerings for retailers. Starting Wednesday, Sep. 28, a limited group of randomly selected customers will receive access to the pilot platform when visiting the Athleta e-commerce site.