Trove CEO Andy Ruben says brands have no choice but to get into resale. “Not being in this space is a very risky decision, given the growth and importance of it.”
McNair Evans for Forbes
The packages come every day by the hundreds, hauled in on pallets and torn open by a small army of workers. The contents are always a surprise. Somebody’s trash, treated like treasure. An Arc’teryx winter coat that no longer fits. Patagonia boots used to hike the Pacific Crest Trail last summer. A moto jacket from Taylor Stitch bought on a whim. Under the glare of bright lights, the crew notes peccadilloes—discoloration or pilling on a sleeve—and checks for authenticity. Once satisfied, they clean, photograph and prepare an online listing for each item.
The 80,000-square-foot warehouse outside San Francisco is the central nervous system for Trove, the big-brand reseller setting up shop at the crossroads of retail’s tumultuous present and potentially transformative future.
(This story appears in the 26 March, 2021 issue of Forbes India. To visit our Archives, click here.)