Trove is a technology company.
Trove has raised $148.0M across 6 funding rounds.
Key people at Trove.
Trove has raised $148.0M in total across 6 funding rounds.
Trove has raised $148.0M in total across 6 funding rounds.
Trove's investors include ArcTern Ventures, Celesta, Commerce Ventures, Earthshot Ventures, G2VP, Maveron, Lisa Gansky, Aegon Asset Management, Highland Capital Partners, Roble Ventures, Dan Ciporin, Cultivation Capital.
Key people at Trove.
# Trove: A Technology Company Overview
The search results reveal a critical ambiguity: there are multiple companies named Trove operating in different sectors. Based on the most prominent and detailed information available, this analysis focuses on Trove (trove.com), the market leader in branded recommerce, though a brief clarification of the other entity is warranted.
Trove is a recommerce platform that enables iconic retail brands to operate profitable resale and trade-in programs at scale[4]. The company provides white-label software and end-to-end logistics operations, allowing brands to transform customer-owned products into new revenue streams while advancing circular economy goals[5].
The company serves major retail and apparel brands—including Patagonia, Lululemon, REI, Arc'teryx, and Eileen Fisher—by handling the operational complexity of resale channels[3][4]. Rather than selling a direct-to-consumer product, Trove operates as a B2B infrastructure provider, embedding its technology and logistics capabilities into brand ecosystems. This positions Trove at the intersection of sustainability, retail innovation, and the growing circular economy movement[4].
Trove was founded approximately 10 years ago (around 2015) and is based in Brisbane, California[5]. The company literally invented the category of branded recommerce, establishing itself as the foundational player in an entirely new market segment[4]. The founding team brought together deep expertise across retail, logistics, technology, and sustainability—critical domains for executing complex resale operations at scale[4].
The company's evolution reflects a deliberate focus on solving a specific problem: brands had millions of customer-owned items with no efficient way to recapture and resell them. Trove's early traction came from demonstrating measurable impact—Patagonia's online inventory selling 80% within one week, REI processing over 1 million pre-loved items in 2021, and Lululemon expanding trade-in to 400+ stores[3].
Trove operates at the convergence of three powerful trends: the circular economy movement, the rise of recommerce as a retail channel, and sustainability-driven consumer behavior. As traditional retail faces margin pressure and inventory challenges, resale has evolved from a niche channel to a strategic growth lever for major brands[4].
The timing is critical: consumer demand for sustainable products, regulatory pressure on waste, and the economics of recapturing high-value customer assets have aligned to make recommerce essential infrastructure. Trove's role extends beyond a single company—it has shaped how an entire industry thinks about resale operations, influencing competitors and setting standards for what profitable circularity looks like[4].
The company's influence on the broader ecosystem is structural: by making resale operationally feasible for major brands, Trove has legitimized recommerce as a permanent retail channel rather than a temporary trend, creating a ripple effect across supply chain, logistics, and sustainability practices.
Trove is positioned to deepen its moat as recommerce becomes table-stakes for retail. The company's next frontier likely involves expanding into adjacent circular economy services—repair, rental, or product-as-a-service models—while deepening data science capabilities to optimize inventory and pricing across resale networks.
The broader question is whether Trove remains a specialized infrastructure provider or evolves into a more comprehensive circular commerce platform. Either path benefits from secular tailwinds: regulatory pressure on waste, consumer demand for sustainability, and the economics of recapturing customer lifetime value. As brands recognize resale as a strategic channel rather than a compliance exercise, Trove's role as the operational backbone of that transition becomes increasingly valuable.
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Note: The search results also reference a different company called Trove Technologies (trove.tech), founded in 2018 and based in Lagos, Nigeria, which provides AI solutions for financial services and treasury management[1][2]. This analysis focuses on the more established and detailed Trove (trove.com) in the recommerce space.
Trove has raised $148.0M across 6 funding rounds. Most recently, it raised $30.0M Series E in August 2023.
| Date | Round | Lead Investors | Other Investors |
|---|---|---|---|
| Aug 1, 2023 | $30.0M Series E | ArcTern Ventures, Celesta, Commerce Ventures, Earthshot Ventures, G2VP, Maveron, Lisa Gansky | |
| Aug 1, 2021 | $78.0M Series D | ArcTern Ventures, Celesta, Commerce Ventures, Earthshot Ventures, G2VP, Maveron, Lisa Gansky | |
| Sep 1, 2019 | $20.0M Series C | Aegon Asset Management, Commerce Ventures, Earthshot Ventures, Highland Capital Partners, Roble Ventures, Dan Ciporin | |
| Apr 1, 2014 | $13.0M Series B | Cultivation Capital, FINTOP Capital, Madrona Ventures, Maveron, Pioneer Square Labs, Sherpalo Ventures, Erik Blachford | |
| Apr 1, 2014 | $5.0M Series A | Aegon Asset Management, Celesta, Earthshot Ventures | |
| Aug 1, 2013 | $2.0M Seed | Aegon Asset Management, Earthshot Ventures, Highline Beta Inc., Menlo Ventures, MetaProp Ventures, Practical Venture Capital, RRE Ventures, SOSV, Structure Capital, Valar Ventures, Vayner RSE, Jay Baer, Loic Le Meur |
