Deda Stealth and Trove partner to help brands turn the second-hand and resale market into a strategic transformation driver for the fashion industry

New York, October 6, 2026 – Deda Stealth, the Dedagroup company that has been supporting leading fashion and luxury brands for more than 40 years through deep industry expertise and its proprietary software platform, today announced a strategic partnership with Trove, the California-based technology company powering branded resale programs for fashion brands. With more than 75% of branded resale traffic in the United States flowing through its platform, Trove is one of the leading players in the sector. 

At the core of the agreement is the integration between Stealth Revalue, the resale intelligence platform developed by Competitoor, and Trove's branded resale technology platform. The collaboration aims to help luxury brands gain greater visibility and control over the entire product lifecycle, enabling a more circular, data-driven approach to product value management. 

The partnership appears as the resale market continues to gain strategic importance for the fashion industry.According to the latest ThredUp Resale Report, developed with GlobalData, the global resale apparel market is expected to reach $393 billion by 2030, growing twice as fast as the overall apparel market. In the United States alone, where Dedagroup recently strengthened its presence through the opening of its New York office and the establishment of a dedicated governance structure for North America, the resale market is projected to reach $78.8 billion by 2030. 

The trend is becoming increasingly relevant for the luxury sector as well. According to The State of Fashion: Face to Face with Luxury Clients 2026, published by The Business of Fashion and McKinsey & Company, up to 59% of regular luxury consumers purchase pre-owned products. As a result, brands are increasingly focused on understanding and managing what happens to their products after the initial sale, including monitoring value retention, desirability, and demand over time. 

Against this backdrop, the partnership combines complementary capabilities. Stealth Revalue provides visibility into pricing, demand trends, product value evolution, and broader secondary-market dynamics. Trove manages the operational side of branded resale programs, including intake and assessment of pre-owned items, AI-powered pricing, management of branded resale channels, and circular logistics. 

By combining market intelligence with operational execution, luxury brands gain new tools to actively manage the resale market, enabling them to align pricing with real market conditions, protect brand positioning and long-term value, and engage new generations of consumers. At the same time, insights generated from products traded in the secondary market allow brands to understand which items, styles, and materials retain value and desirability over time. These learnings can inform future design, production, and sourcing decisions, turning circularity from a sustainability initiative into a driver of growth, profitability, and customer engagement. 

“Luxury has always built its value on rarity and exclusivity. The resale market does not reduce that value. Instead, it extends it, amplifies it, and introduces it to new consumers. Brands that understand this are not losing ground; they are creating a new source of value and engagement that extends far beyond the first transaction. With this partnership, Deda Stealth and Competitoor are bringing to US and international markets a concrete answer to a question the industry can no longer postpone: how can luxury brands manage the second life of their products while preserving their identity and transforming circularity into a sustainable growth opportunity?”, — Luca Tonello, CEO of Deda Stealth. 

“Luxury brands invest deeply in the enduring appeal, craftsmanship, and lasting value of their products. They should be able to protect those qualities throughout the product lifecycle. Trove brings the technology and operational infrastructure to help them do that—from evaluating and pricing returned products to managing branded resale channels and circular logistics. Together with Deda Stealth’s market intelligence, we can give luxury brands greater control over how their products are represented, valued, and recirculated.” — Terry Boyle, CEO, Trove. 

The agreement builds on Deda Stealth's commitment to advancing circularity in fashion. For several years, the company has contributed to the Monitor for Circular Fashion, a multi-stakeholder project developed with the contribution of SDA Bocconi School of Management's Sustainability Lab, which annually tracks the evolution of circular business models across the industry. Deda Stealth also collaborates with leading academic institutions, including NYU Stern School of Business, to foster innovation and explore new approaches to circular and technology-enabled business models in fashion.