Story of Trove: Circular Fashion Platform That Enables Brand-Led Product Resale
Story of Trove:
In 2016, Trove emerged with a bold mission: help fashion
brands extend the life of their products while promoting sustainability. By
creating resale and trade-in programs, Trove enabled brands to reach more
customers, reduce waste, and embrace a circular economy.
Founding the Resale Revolution
Founded by Andy Ruben, Trove quickly attracted early
adopters like Patagonia, Eileen Fisher, and REI. These brands saw an
opportunity to test resale programs, grow revenue, and contribute positively to
environmental sustainability.
Technology Meets Resale
Trove is more than a resale platform—it’s a technology
company. Its software allows brands to manage trade-ins, returns, pricing, and
warehouse operations efficiently. This makes launching and scaling resale
programs seamless for retailers.
A Leader Steps In
Terry Boyle joined as CEO, bringing decades of experience
with companies like Nordstromrack.com, Trunk Club, HauteLook, and Zulily. He
saw resale not only as an environmental opportunity but also as a growth
strategy for brands facing competition from off-price retailers.
Full-Service Solutions
Trove offers both frontend and backend tools. Brands can
integrate resale items directly on their websites, connect with Shopify, manage
inventory, or outsource returns and logistics. This modular approach allows
companies to start small and scale quickly.
Market Leadership
Trove now commands over 75% of U.S. branded resale
traffic, working with iconic names such as Canada Goose, Carhartt, Michael
Kors, Patagonia, Levi’s, and Lululemon. Its platform gives brands the tools to
attract new customers and retain existing ones through sustainable initiatives.
Resale Market Growth
The secondhand fashion market is booming. Last year, 52%
of consumers shopped for used clothing, spending roughly half of their
apparel budgets on resale. The U.S. resale market is expected to exceed $44
billion by 2028, growing much faster than the broader retail sector.
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Consumer Preferences Shift
Younger generations, especially Gen Z and Millennials,
prefer online secondhand shopping for convenience and value. Marketplaces
dominate this growth, but consumers increasingly want to buy directly from
brands—an area where Trove excels.
Expanding Internationally
Trove is taking its success global. By establishing a European
headquarters in Berlin, the company now serves brands across Europe, the
UK, and North America, combining its technological expertise with local market
knowledge.
European Partnerships
The acquisition of reverse.supply strengthened
Trove’s European presence. Through this merger, Trove gained access to
established partners like ARMEDANGELS, Bergzeit, Hessnatur, and Decathlon,
while expanding its circular economy solutions across multiple regions.
Comprehensive Offerings
Trove’s international solutions include omnichannel
trade-ins, peer-to-peer resale, returns management, repair services, and
marketplace integrations. These offerings help brands adopt profitable,
scalable circular strategies while complying with new regulations.
Sustainability at the Core
As a Certified B Corporation, Trove emphasizes
environmental responsibility. The company proves that circular fashion can be
both profitable and sustainable, helping brands reduce waste and promote
ethical consumption.
Driving Growth and Profitability
CEO Terry Boyle sees resale as a dual opportunity:
supporting sustainability and enhancing brand growth. By offering flexible
tools and data-driven insights, Trove helps brands maintain price points
attractive to customers while competing against discount retailers.
The Path Forward
Trove’s vision is to lead global resale innovation. By
combining advanced technology, international partnerships, and a focus on
environmental impact, Trove is empowering brands to launch, scale, and optimize
resale programs worldwide.
Timeline of Trove
- 2016
– Trove founded by Andy Ruben, partners with Patagonia, Eileen Fisher, and
REI.
- 2016–2019
– Builds U.S. market presence, develops modular resale platform and
operations solutions.
- 2020–2022
– Expands technology, integrates trade-in, returns, and Shopify solutions.
- 2022
– Terry Boyle appointed CEO to lead growth and strategy in branded resale.
- 2023
– Trove acquires Recurate, adding peer-to-peer resale capabilities.
- 2023–2024
– Establishes European headquarters in Berlin; acquires reverse.supply
to expand EU market.
- 2025
– Trove serves North America, UK, and Europe, commanding 75% of U.S.
branded resale traffic and continuing global expansion.
