The Brand Resale Index: Leading Practices in Branded Resale

Remember early Ecommerce 20 years ago?

Recommerce today is what Ecommerce was two decades ago: a more customer-centric retail model where customers satisfy their ever increasing expectations for greater value, experience, and sustainability. This is why global Resale is $100B today, growing 5X the rate of retail, and expected to represent 23% of all retail in 2030. And just like in the 2000s, brands have an unmatched opportunity to emerge as winners. Now, with 120+ brands with dedicated resale channels, it’s no longer a matter of “if” but “how.”

The 2023 Brand Resale Index is the first report of its kind, evaluating leading practice adoption across 40 brands in four industry verticals. The index is platform agnostic and intended for brand executives, sustainability practitioners, industry analysts, and journalists interested in a deeper understanding of how brands execute resale programs in order to educate and inspire a resale strategy or level up existing programs.

“Brands that lead this shift will benefit and play an outsized role in advancing our relationship with stuff–shifting society from the current “take-make-waste” model to a smarter, less resource-intensive circular model. Ultimately, brands will grow and profit without direct growth in new production. ”

I founded Trove with the belief that this next era of commerce was inevitable-–brands and retailers will get the full value from the items they design, produce, and sell, often across several owners. In doing so, they will reach new customers, drive loyalty with existing customers, and elevate their brand through deeper storytelling. We launched the first branded resale channel with Patagonia in 2017, and the brand-owned space has been growing. “Brand leaders will play an outsized role in advancing our relationship with stuff, shifting society from the current “take-make-waste” model to a smarter, less resource intensive circular model. Brands will grow and profit without direct growth in new production.”

Are you ready to capitalize on customer shifts toward resale? How will your brand show up and be among the pioneers powering the next era of commerce?