GORE-TEX Kidswear launches circular subscription service with Supercycle

GORE-TEX Kidswear has made investing in long-lasting, quality kids' outerwear a more economic and sustainable option with a new subscribe and swap service, powered by Supercycle. 

Shoppers subscribe for €25 per month, which allows the to choose from three different jacket styles for kids aged 5 to 10. Once a child outgrows the jacket, it can be returned and swapped for a new one.

GORE-TEX takes care of cleaning and repairing, and the items are insured for damage. Removable name labels are also supplied. As well as offering a cost-effective solution for the customer, the service keeps the outerwear in circulation for longer.

The GORE-TEX initiative is part of the roll-out of Supercycle's new Cycles platform, which enables retail-first businesses to incorporate circular models into their businesses.

Supercycle co-founder and CEO Ryan Atkins said: “GORE-TEX Kidswear is part of the first wave of retail-first businesses Supercycle is helping launch into circular commerce. Our mission is simple, make circular revenue a meaningful part of a brand’s proposition, and their bottom line.

"For decades, growth in retail meant one thing, manufacture more, sell more.

"Now, with models like subscriptions, resale and trade-in, we’re helping brands turn one-off transactions into ongoing customer relationships.

"GORE-TEX is proving that when you give customers convenience, access to quality and sustainability in one package, you don’t just serve existing fans, you open the door to entirely new audiences.”

Supercycle also has a plug-in for businesses run on Shopify to add circular services to their offer. It works with a number of partners to help power the services, including cleaning and logistics experts ACS and international logistics giant Bleckmann to name just two. Serial entrepreneur Atkins established the business in 2023, having previously established and successfully sold Shopify agency Brave the Skies among other ventures.