Terry Boyle from Trove: regulation is shifting in favour of recommerce

Growing regulatory support on both sides of the Atlantic is accelerating the momentum behind branded recommerce initiatives across the fashion and footwear sectors. Extended producer-responsibility (EPR) frameworks and right-to-repair legislation are creating both opportunities and pressures for brands to rethink their operations, particularly around sustainability and product lifecycle management. 

In the United States, the launch of a bipartisan Congressional caucus in mid-2025 marked a significant step forward for the second-hand economy. The initiative “focuses on reducing sales tax on second-hand items and providing tax credits for companies adopting circular business models”, Boyle notes. 

Meanwhile, the state of California has already enacted the Responsible Textile Recovery Act, mirroring similar EPR regulations in the European Union, and other states, including New York, are exploring comparable policies. According to Trove’s CEO, “this creates an environment where brands need more efficient forecasting, planning and resale capabilities”.

These regulatory developments are gaining traction amid ongoing disruptions in global supply chains. With tariffs and instability complicating traditional sourcing strategies, many retailers are turning to resale as a more stable inventory solution. “Data show that 54% of retail executives believe resale is a more stable source of clothing amid trade uncertainties, making recommerce particularly attractive as a stable inventory source”, Boyle remarks.

At the same time, shifting consumer behaviour is playing a crucial role. Younger demographics are driving demand for second-hand products. The CEO shares that “recent data shows that 71% of consumers aged 25-34 bought pre-owned goods in the past year, with Gen Z and Millennials prioritising recommerce and sustainability”.

Despite these favourable trends, many brands have yet to embrace recommerce in a meaningful way, leaving substantial room for early adopters to capture market share. With regulatory momentum building, consumer expectations rising and technological infrastructure advancing, “the timing is particularly favourable” to gain a competitive edge through circular initiatives.