--- title: Trove helps brands profit from ‘recommerce’ - The Hustle description: Brands typically don’t make money when customers resell their clothes. Trove changes that. image: https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/1654288109-HS-News-Brief_2022-09-12T225146.923Z-scaled.webp --- # Trove helps brands profit from ‘recommerce’ ![Mia Sullivan](https://thehustle.co/wp-content/uploads/2020/04/0-4.jpeg?width=48&height=48&name=0-4.jpeg) [Mia Sullivan](https://hs-sbup.thehustle.co/author/mia-sullivan) Published: September 13, 2022 Updated: October 11, 2023 Thrifting mom jeans and grandpa sweaters has been cool for a while, and the market for pre-worn garb is [projected](https://www.retaildive.com/news/recommerce-trove-expands-seven-hundred-stores-lululemon-levis-patagonia-rei/631071/) to grow from $96B in 2021 to $218B in 2026. ![Trove helps brands profit from ‘recommerce’](https://hs-sbup.thehustle.co/hs-fs/hubfs/The%20Hustle%20News/Assets/Images/1654288109-HS-News-Brief_2022-09-12T225146.923Z-scaled.webp?width=595&height=400&name=1654288109-HS-News-Brief_2022-09-12T225146.923Z-scaled.webp) [Young shoppers](https://www.bloomberg.com/news/articles/2021-08-25/resale-used-lululemon-patagonia-rei-powered-by-trove-raises-77-5-million?sref=3Ac2yX40) — often frugal and environmentally conscious — are driving the trend. Per a [report](https://newsroom.thredup.com/news/thredup-releases-10th-annual-resale-report-with-insights-on-a-decade-of-resale) from ThredUp, 62% of Gen Z and millennial shoppers look for used pieces before buying new. #### **And brands want in** Platforms like [Poshmark](https://poshmark.com/) and [Depop](https://www.depop.com/) make reselling easy, but brands don’t get a piece of that pie. So [Trove](https://trove.com/), a “recommerce” company, partners with brands to manage and sell their used inventory. #### **How it works** Trove’s platform integrates with brands’ websites, and uses AI to identify, accept, route, and issue credit for items. - Sellers can return used pieces to retailers for store credit. - Buyers can shop used collections online (e.g., [Levi’s SecondHand](https://www.secondhand.levi.com/), [Patagonia’s Worn Wear](https://wornwear.patagonia.com/)). Over 700 US stores use Trove, and its tech has been [adopted](https://trove.com/about-us/) by brands including Patagonia, REI, and Lululemon. Trove [told](https://www.retaildive.com/news/recommerce-trove-expands-seven-hundred-stores-lululemon-levis-patagonia-rei/631071/) *Retail Dive* orders have increased almost 60% YoY. **BTW: **Reselling is touted as a sustainability solution, but [critics](https://www.voguebusiness.com/sustainability/resale-is-scaling-is-that-a-good-thing) say it doesn’t necessarily reduce a brand’s footprint, especially if overproduction means clothes still wind up in landfills. 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