Company Overview
About Trove
Trove is a recommerce technology company founded in 2012 and headquartered in Brisbane, California. The company builds and operates white-label branded resale programs on behalf of major consumer brands — enabling them to launch, manage, and scale their own secondary market channels under their own brand names rather than losing resale volume to third-party platforms like ThredUp, Poshmark, or The RealReal. Trove handles the end-to-end operational complexity: trade-in and take-back logistics, item receiving and grading, cleaning, photography, pricing, and resale fulfillment — all on behalf of the brand partner.
Business Model & Competitive Advantage
Trove''s brand partners include some of the most recognized names in outdoor, fashion, and lifestyle: Patagonia (Worn Wear), REI (Re/Supply), Arc''teryx, Levi''s, Eileen Fisher, and Carhartt, among others. The company raised a $77M Series C in 2022 led by G2 Venture Partners and Prelude Ventures, with participation from Decarbonization Partners (a BlackRock and Temasek joint venture), bringing total funding to over $130M. The investor mix reflects Trove''s dual value proposition: a retail commerce growth engine for brands and a sustainability story that reduces the carbon footprint of apparel and outdoor gear.
Competitive Landscape 2025–2026
Trove operates as a B2B2C platform — brands are the direct customers, while end consumers interact with the brand''s own resale storefront powered by Trove''s infrastructure. This model lets brands capture margin, data, and loyalty from resale transactions that would otherwise flow to third-party resellers. By 2022, Trove had processed millions of pre-owned items and its programs had collectively extended the life of a significant volume of products that would otherwise have entered landfill, supporting the growing regulatory and consumer demand for circular business models in retail.
Key Differentiators
Strong Challenger
Trove is an established challenger with significant market presence and competitive offerings in E-commerce & Retail.
Frequently Asked Questions
Similar Brands
eBay
eBay is a San Jose-based global e-commerce marketplace connecting hundreds of millions of buyers and sellers across 190+ markets — facilitating the purchase and sale of new and pre-owned goods across
Salesforce Commerce Cloud
Salesforce Commerce Cloud is an enterprise e-commerce platform that enables retailers, brands, and B2B companies to build and operate unified commerce experiences across web, mobile, social, and physi
Amazon
Amazon was founded in 1994 by Jeff Bezos in Bellevue, Washington as an online bookstore operating from a garage, with the stated ambition of becoming "the everything store" — a long-term vision that p
DoorDash
DoorDash is the largest food delivery and local commerce platform in the United States, founded in 2013 by Tony Xu, Stanley Tang, Andy Fang, and Evan Moore in Palo Alto, California, now headquartered
Weee!
Weee! is the largest ethnic online grocery platform in the United States, specializing in Asian and Hispanic food products that are difficult to source at mainstream grocery chains. Founded in 2015 by
Pool Corporation
Pool Corporation is a Covington, Louisiana-based wholesale distributor of swimming pool supplies, equipment, and related outdoor living products — publicly traded on NASDAQ (NASDAQ: POOL) as an S&P 50
Compare Trove with Competitors
Side-by-side AI visibility scores, platform breakdown, and market position.
Claim This Profile
Are you from Trove? Claim your profile to see full AI mention excerpts, get weekly visibility change alerts, and optimize how AI systems describe your brand.
Claim Trove Profile →Track AI Visibility in Real Time
Monitor how ChatGPT, Gemini, Perplexity, and Claude mention Trove vs competitors. Get alerts when AI recommendations shift.
Start Free Tracking →