Lululemon Launches ‘Like New’ Resale Program in Canada

Lululemon is expanding its ‘Like New’ resale program beyond the United States, launching the initiative in Canada this week. This marks a significant step in the athletic apparel company's strategy to engage with environmentally conscious consumers and tap into the growing resale market. The Canadian iteration of ‘Like New’ will operate on a peer-to-peer model, allowing customers to sell their pre-owned Lululemon items directly to other consumers. This approach differs from some other resale platforms that involve the company acting as an intermediary for all transactions. The program aims to extend the life cycle of Lululemon products, aligning with the company's sustainability goals. By facilitating the resale of gently used apparel, Lululemon seeks to reduce waste and promote a more circular economy within its brand ecosystem. The introduction of ‘Like New’ in Canada is also strategically designed to attract a segment of shoppers who are increasingly price-sensitive and seeking more affordable ways to access premium athletic wear. The peer-to-peer model is expected to offer competitive pricing for second-hand items, making Lululemon products more accessible to a broader customer base. This expansion follows the successful rollout of the ‘Like New’ program in the United States, which was initially launched in 2022. The US program allows customers to trade in eligible pre-owned Lululemon apparel for store credit, which can then be used to purchase new items. The items collected are then cleaned and resold on the company's website. The Canadian launch signifies Lululemon's commitment to scaling its circularity efforts and responding to consumer demand for sustainable and economical shopping options. The company has been investing in various sustainability initiatives, including reducing its environmental footprint and increasing the use of recycled materials in its products. The ‘Like New’ program is a key component of this broader sustainability agenda, providing a tangible way for customers to participate in the brand's efforts towards a more responsible future. The peer-to-peer model in Canada is anticipated to foster a community of Lululemon enthusiasts who can engage in the buying and selling of the brand's popular items, further strengthening brand loyalty. The success of the program in the US has provided valuable insights into consumer behavior and operational logistics, which Lululemon will leverage for the Canadian market. The company has not yet released specific sales figures or participation rates for the Canadian launch, but the expansion indicates a positive outlook on the resale market's potential for the brand. Lululemon continues to innovate in its product offerings and customer engagement strategies, with sustainability and value-driven initiatives playing an increasingly central role.