What Just Happened with Andy Ruben of Trove on Resale and Returns

In this conversation, Christine Russo interviews Andy Rubin, the executive chairman and founder of Trove, discussing the growth of the resale market and its impact on brands. Trove is a pioneering player in the resale space, helping brands create and manage their resale programs. Andy Rubin highlights that the resale market is gaining momentum, with more brands recognizing the value of retaining control over their secondary market and sustainability efforts.

Andy emphasizes the importance of brands being involved in the resale of their products, especially those known for high-quality craftsmanship. Brands like Patagonia and Lululemon have successfully integrated resale into their strategies, reaping benefits in terms of customer loyalty, brand equity, and sustainability. Andy also discusses Trove's role in providing technology and tools for brands to manage their resale programs effectively. They talk about the challenges of grading and authenticating items, and how Trove's technology supports this process.

Andy acknowledges the increasing competition in the resale space, highlighting the positive impact it has on the industry's growth and innovation. He mentions Trove's position as a forerunner in the industry, having gained a significant head start and considerable scale. Andy also addresses the shift in consumer behavior towards valuing pre-owned items, driven by the demand for sustainable and unique products. He talks about the evolution of branding through storytelling and customer experience in the resale market, providing brands with more opportunities to shape their narratives.

Overall, the conversation explores the rapid growth and potential of the resale market, as well as Trove's role in supporting brands' efforts to navigate this evolving landscape and maintain control over their brand equity.