Resale is forcing brands to rethink product design, pricing, and customer acquisition from the ground up.

Ryan Rowe (Archive) and Alison Buchanan (Lululemon) join Brian and Alicia to unpack how lululemon’s Like New evolved from a sustainability pilot into a meaningful commercial channel. We unpack messy reverse logistics, the AI agents now quietly running warehouse decisions, and the organizational vision required to make circular commerce work across a vertically structured enterprise.

[02:41] "It's a very technical problem. It's a large-scale platform problem that touches virtually every piece of a brand's business." — Ryan Rowe

[06:12] "Commerce is, is obviously just a space that we are starting to realize is a strong commercial lever… Like New for our business is really sitting at this intersection of business and impact." — Alison Buchanan

[08:40] "Resale of lululemon was happening at scale already all around us. And it was either let it happen without us… or uphold our brand standards." — Alison Buchanan

[26:26] "A lot of customers are actually trying brands for the first time with a used item… because it's a way for them to test things like fit and material and quality at a much lower barrier to entry." — Ryan Rowe

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