Trove, a US-based resale and customer trade-in firm, has recently announced a significant step in its global expansion with the acquisition of Reverse.Supply, a leading German company specialising in the European branded resale market. The deal aims to combine Trove’s established technology platform with Reverse.Supply’s deep understanding and expertise within the European landscape.
This acquisition marks a major milestone in San Francisco-based Trove’s international rollout strategy. The agreement includes Berlin becoming Trove’s European headquarters and the Reverse.Supply team joining Trove. The European operations will be spearheaded by Reverse.Supply’s co-founders, Janis Künkler and Max Große Lutermann.
Terry Boyle, CEO of Trove, highlighted the strategic timing of the acquisition, noting that evolving European legislation concerning producer responsibility and the “right-to-repair” is creating an urgent need for brands to establish effective resale, repair, and recycling programs. He stated that establishing a European headquarters in Berlin, with a team possessing nearly five years of experience in the resale market, positions Trove to seamlessly serve both European and global brands and provide them with the comprehensive capabilities required to launch and scale successful resale initiatives.
Reverse.Supply’s existing roster of European partners, including Bergzeit, Decathlon, ArmeDangels, Hessnatur, and 10Days, will now gain access to Trove’s full suite of advanced technologies.
This acquisition follows Trove’s strategic purchase of Recurate in August 2024, a move that broadened Trove’s offerings in peer-to-peer resale, Shopify integrations, and operational networks. This latest deal further solidifies Trove’s position as a key player in the global branded resale market, enabling brands to tap into the growing demand for circular business models across North America and Europe.
