Global affiliate marketing platform Awin has entered into a strategic partnership with Birl, an award-winning resale solution, to help retail brands in fashion, sports, and other sectors leverage resale as a scalable engine for both sustainability and growth. This collaboration offers a significant breakthrough by simplifying the deployment of resale programs, which have traditionally been costly, complex, and resource-intensive to implement.
Through Birl’s fully managed, streamlined resale service, brands can now easily offer customers the option to trade in and repurchase products without the usual technical or operational hurdles. This ease of integration, requiring no technical resources, enables brands of all sizes to launch resale initiatives quickly. Coupled with Awin’s performance insights and their extensive network of over one million global publishers, brands gain access to new audiences while delivering measurable progress toward their sustainability goals.
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The partnership brings multiple benefits to brands, including increased sales driven by higher average order values, enhanced conversion rates, and improved customer loyalty. It also provides advanced analytics and attribution through Awin’s affiliate ecosystem, ensuring transparency, accountability, and clear performance measurement. By expanding resale programs across markets such as the US and UK, the alliance supports brands in reaching wider consumer bases and scaling sustainability initiatives effectively.
This initiative comes amid a rising consumer demand for sustainable products with studies showing that shoppers are willing to pay nearly 10% more for sustainably sourced goods and tightening governmental environmental regulations worldwide. Eric Laughlin, Technology Partner Lead at Awin, highlighted how the partnership reduces barriers for brands to embrace circular commerce, fulfilling consumer demands for sustainability while driving strong commercial outcomes. Similarly, Cam McGimpsey, Co-Founder and CEO of Birl, emphasized the simplicity and global reach enabled by this collaboration, positioning resale as a win-win for brands, customers, and the planet.
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The alliance also aligns with Awin’s broader sustainability journey, reinforcing its long-term commitment to minimizing environmental impact and fostering a circular economy through innovative partnerships. Together, Awin and Birl are empowering brands to transform resale from a niche initiative into a scalable, strategic growth lever that benefits both business and the environment.
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