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Lululemon wants your used sportswear

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(CNN) – Lululemon doesn’t care if you walked, danced, stretched or meditated in its clothes. Soon you will be able to trade in your gently used items at one of its US stores.

The athleisure company, known for its expensive leggings and yoga pants, announced Tuesday that it is expanding the resale program launched last year in two states to its 394 U.S. and online stores.

Starting April 22, Lululemon shoppers can trade in used items, including pants, tops, shorts, jackets and more, in exchange for an e-gift card through the “Lululemon Like” program. New”.

The retailer said all returned items will be cleaned and assessed for resale through a partnership with recommerce industry expert Trove. The channel will then offer the approved items for resale on lululemon.com

The value of gift cards customers receive varies depending on the type of item being redeemed and its condition once approved for resale.

The retailer will offer $5 for tank tops, t-shirts, short and long sleeve shirts and shorts, $10 for hoodies, sweatshirts, sweaters, pants, crops, leggings, dresses and bags and $25 for coats and Lululemon jackets.

It’s something, and it keeps clothes out of landfills. But for a company that sells shirts for $60 and hoodies for $120, you won’t get a huge return on your investment. You may be able to get better deals at other thrift stores: used Lululemon clothing fetches much higher prices elsewhere.

“Lululemon Like New is just one example of how we are working to create a circular ecosystem and provide ways to extend the life of our product,” said Maureen Erikson, senior vice president of Lululemon, Global Guest Innovation. “Buying used is no longer a trend, it’s a new normal here to stay – our pilot has proven that our community is passionate about participating in recommerce.”

Neil Saunders, retail analyst and managing director of GlobalData Retail, noted that other activewear brands have also jumped into reselling their used products, including Nike, Adidas and Patagonia.

“Resale is ideal for Lululemon because its well-designed, high-quality products are built to last and have a relatively long life cycle,” Saunders said. “Additionally, when purchased new, Lululemon items are expensive, so there is strong demand for slightly cheaper alternatives on the used market.”

A challenge in reselling activewear, he noted, is that buyers are preoccupied with the idea that someone has already worn — and sweated — in those garments.

“However, by controlling the process itself rather than selling through third-party platforms,” Sanders said, “Lululemon can overcome some of these objections because the brand has a reputation for high quality, good customer service and reliability. .”

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