# The future of retail, empowering brands, and sustainability

By James Kent · Published 2023-08-04 · Updated 2026-06-08 · Retail on MarketScale
Canonical: https://www.marketscale.com/industries/retail/future-of-retail
Creator hub: What Just Happened

> Brands are discovering that reselling used products can unlock sustainability gains and deepen customer loyalty simultaneously

## Key points

- Reselling used products boosts both sustainability and customer loyalty.
- The secondary market is crucial for brands maintaining product value.
- Companies like Trove are pivotal in the resale market.

Block Field

[What Just Happened](https://marketscale.com/shows/what-just-happened/) host [Christine Russo](https://www.linkedin.com/in/christine-russo-3684604/) and her guest, [Andy Ruben](https://www.linkedin.com/in/andyruben/), Executive Chairman and Founder of [Trove](https://trove.com/), discuss the future of retail, the impact of brands entering the secondary market, and the growing importance of sustainability in retail. **Andy Ruben** believes the secondary market presents significant sustainability and brand loyalty opportunities, particularly for high-quality brands with products that retain value post-purchase.

> The secondary market presents significant sustainability and brand loyalty opportunities, particularly for high-quality brands with products that retain value post-purchase.
> *— Andy Ruben, Executive Chairman and Founder at Trove*

In the episode, **Ruben** reveals that **Trove** is leading the industry, facilitating millions of second-hand sales, representing over 70% of all resale branded traffic worldwide.

> Trove is leading the industry, facilitating millions of second-hand sales, representing over 70% of all resale branded traffic worldwide.

Brands that neglect to prioritize quality will likely struggle in this emerging retail landscape, whereas those with long-lasting, high-quality products should thrive.

Tags: Andy Ruben, Christine Russo, empowering brands, Future of Retail, sustainability in retail, Thought Leadership, Trove, What Just Happened podcast

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