Dive Brief:
- Crocs has expanded its takeback program dubbed “Old Crocs New Life” to include collection boxes in all its continental U.S. retail and outlet stores, according to a company press release.
- Customers can drop off used Crocs shoes in any condition or visit its website to receive a no-cost mail-back kit to return the shoes to earn a 10% off coupon.
- Gently used pairs of Crocs will be given to non-profit Soles4Souls, while unwearable pairs will be used for materials or upcycled into new Crocs shoes, the company said.
Dive Insight:
The shoe retailer first launched its pilot of 'Old Crocs. New Life' in October 2023 at a time when the industry began seeing an uptick in both retailers’ and customers’ interest in resale trends.
A year earlier, Crocs, Inc. listed circularity among its top four global ambitions in the company’s 2022 Comfort Report and said in the release that it is “committed to championing circular models of production and consumption through more innovative product design and collaboration.”
The report states the company plans for all customer-facing packaging to be labeled with recycling instructions by 2025. Crocs also said it would reduce the carbon footprint of its Classic Clogs by 50% by 2030.
The expansion follows last year’s “encouraging results” of the pilot and said it plans to continue leveraging its collaborations and products innovation team to find the best use for each pair returned.
"The growth of this program is an exciting continuation of our efforts to address the environmental and social challenges faced by the footwear industry and ultimately make a difference by keeping shoes on feet and out of landfills," said Deanna Bratter, vice president, global head of sustainability for Crocs, Inc.
On Tuesday, Crocs Inc. reported its first quarter earnings and its core brand thrived with its revenue rising 14.6% to $744 million year over year. However HeyDude, which it acquired in December 2021, reported a fall in revenue of 17.2% to $195 million. This led the company to also lower its guidance on HeyDude, expecting sales to fall 8% to 10%.
Also last week, Crocs appointed a new executive vice president and chief financial officer in Susan Healy, a former Ulta exec. Healy will start as CFO June 3.
