Trove, a U.S.-based leader in resale and customer trade-in solutions, has acquired Reverse.Supply, a German firm recognised for its leadership in the European branded resale sector. The acquisition marks a pivotal move in Trove’s international growth strategy, combining its robust technology platform with Reverse.Supply’s regional expertise to create a seamless, scalable resale infrastructure across 30 countries.
By integrating Trove’s established capabilities with Reverse.Supply’s deep-rooted knowledge of the European market, the San Francisco-based company can now offer one of the most advanced and comprehensive technology ecosystems for brands pursuing circular economy initiatives in North America, Europe, and the UK. Key offerings include omnichannel trade-in, returns processing, peer-to-peer commerce, branded resale experiences, marketplace integration, and repair services.
This move follows a series of strategic developments, including Trove’s expansion of its global 3PL network, enhancements to its operations in the UK, Europe, and Canada, and an expanding portfolio of international brand partners. With this acquisition, Trove gains access to Reverse.Supply’s client base, which includes notable European brands such as Bergzeit, Decathlon, ARMEDANGELS, Hessnatur, and 10Days. In turn, Reverse.Supply’s partners will benefit from Trove’s full technology suite.
The Berlin-based Reverse.Supply team will join Trove as part of the deal, with co-founders Janis Künkler and Max Große Lutermann continuing to lead the European operations from the newly established regional headquarters in Berlin.
“The acquisition comes at a strategic time,” said Trove CEO Terry Boyle. “As changing European legislation around producer responsibility and right-to-repair creates urgency for brands to establish effective resale, repair, and recycling programmes. By establishing our European headquarters in Berlin with a team that’s been operating in resale for nearly five years, we’re positioned to serve European and global brands seamlessly across regions and provide them with the full capabilities they need to launch and scale successful resale programmes.”
Commenting on the acquisition, Max Große Lutermann noted, “We’re proud to be part of this important milestone. The acquisition enhances our ability to deliver greater strategic value to European brands and retailers. With our merged expertise and Trove’s technology, we can now offer a scalable, profitable circular solution that’s even more tailored to the specific needs of each brand or retailer.”
Janis Künkler added that “The timing of this transaction is pivotal, as brands and retailers in Europe are facing new legislation and actively seeking profitable, future-proof revenue streams. By bringing Trove’s proven technology to Europe, we’re positioned to help brands navigate these changes and build successful resale programmes. This deal underscores both the relevance of resale and the strength of the European fashion market.”
The Reverse.Supply deal follows Trove’s acquisition of Recurate in August, which bolstered its capabilities in peer-to-peer resale, Shopify integration, and operational infrastructure—further reinforcing Trove’s position as a global circular commerce powerhouse.
The partnership marks a strategic step forward, underscoring both companies’ shared commitment to advancing sustainability in the fashion sector. By delivering scalable resale and repair solutions, Trove and Reverse.Supply are helping to cut textile waste, prolong product lifecycles, and foster a circular economy. As regulatory scrutiny intensifies and consumers increasingly demand responsible practices, their integrated platform enables brands to embed sustainability into their core operations—turning environmental responsibility into a strategic advantage.
