[SaaS Series] Revolutionizing Retail Sustainability With Andy Ruben of Trove

Andy Ruben is the Founder and Executive Chairman of Trove, a re-commerce technology company that powers branded resale programs for major labels like Patagonia, Lululemon, REI, and Levi’s. Before Trove, he spent a decade at Walmart as the company’s first Chief Sustainability Officer, where he launched global sustainability efforts, led omnichannel and private-brand strategies, and integrated e‑commerce — including the rollout of grocery delivery. 

Ruben founded Trove (originally Yerdle) in 2012 and introduced the first branded resale platform with Patagonia’s Worn Wear in 2017, helping advance the circular economy across more than 150 global brands. He advises BCG and Earthshot Ventures, serves as Lead Independent Director and ESG Committee Chair at Zevia, and has been featured on NPR, TED, and testified before Congress on sustainable business practices.

In this episode…

Most brands sell products once and lose the customer until their next full-price purchase — often years later. In today’s economy, that leaves businesses vulnerable to rising acquisition costs, volatile supply chains, and growing consumer demand for sustainability. So, how can companies reclaim the value of their products, strengthen customer relationships, and stay competitive in the circular economy?

Andy Ruben, a sustainability expert and retail pioneer, shares how brands can tap into the hidden inventory in customers’ closets by implementing buy-back and resale systems. He explains how branded resale builds loyalty and trust, reduces acquisition costs, and attracts new customers. He emphasizes the importance of starting small, using technology to streamline trade-ins, and designing programs that reinforce the brand's core values. Andy also reflects on his entrepreneurial journey, including hard-earned lessons about building a startup, pivoting business models, and executing founder-led sales in the early stages.

In this episode of the Inspired Insider Podcast, Dr. Jeremy Weisz interviews Andy Ruben, Founder and Executive Chairman of Trove, about transforming retail through branded resale and the circular economy. Andy shares his startup origin story, the evolution from peer-to-peer to B2B, and insights on customer retention. He also discusses business development missteps, his leadership experience at Walmart, and why speed and focus matter most when launching a new venture.