Rhone Launching Resale Platform: ReRhone

Rhone is the latest company to get into the resale business.

On Wednesday, the performance apparel brand will launch reRhone, a new company-owned resale site, in partnership with Archive, a technology platform that specializes in branded resale merchandise.

The site will offer inventory from select customer returns that have been verified by the company to meet the program’s standards.

The launch assortment will include men’s and women’s pieces including Rhone’s popular Commuter DreamGlow, Revive, Pursuit Short and Reign Tee.

“Rhone has always been built on durability and performance, and reRhone is a natural extension of that promise,” said Bethany Evans, chief marketing officer at Rhone. “Our customers invest in our gear because it is made to last. ReRhone helps keep great product in rotation, gives customers a new way to discover styles they may have missed, and offers a verified resale experience they can trust.”

“Brand-owned resale works best when it feels as dependable as buying new,” said Emily Gittins, chief executive officer and cofounder of Archive. “Rhone is bringing reRhone to market with a clear focus on product quality and customer trust. Archive is proud to power the reRhone experience, making it easy for shoppers to find authenticated, preloved gear that’s ready for its next chapter.”

The company plans to expand the product selection and availability later this year as the resale business grows.

The Connecticut-based brand got its start in men’s activewear but has expanded into a full lifestyle collection for men and women. Last week it launched 12 Pursuits of Rhone, a yearlong initiative designed to encourage its customers to try and improve every day by integrating movement and mindfulness into their lives.