Premium travel brand Db today launched Lost and Found, a trade-in and resale program across the EU and Norway that enables customers to trade in pre-owned gear directly through the brand’s ecommerce site. The program is powered by Trove, the leader in branded resale and customer trade-in, and implements the newly released Trade-In Plugin, a first-of-its-kind tool that allows brands to embed trade-in functionality seamlessly into their existing digital platforms. Both Db and Trove are Certified B Corporations, reflecting their shared commitment to responsible business practices and a more sustainable future.
With Trove, Db’s new Lost and Found trade-in and resale program brings the brand’s circularity vision to life. Inspired by the familiar airport Lost and Found departments, Db reimagines the concept as an opportunity to extend the life of high-quality gear and keep it in circulation. More than a sustainability initiative, Lost and Found is a natural extension of Db’s core philosophy: great gear should last, and every ending can be the beginning of something new. The program gives well-traveled items a second life while inviting customers to be part of a more mindful journey.
Db customers can now trade in their pre-owned gear in exchange for a voucher, making it easy to give their bags a second life while earning toward their next adventure. The program includes the debut of Db’s official Resale Program in the EU and Norway, where well-traveled items will find new life with travelers ready to write the next chapter. Db hosted a live trade-in activation at its Oslo pop-up in June, where customers brought in their gear and helped build the first wave of inventory.
With this launch, Db becomes the first brand to deploy Trove’s Trade-In Plugin, enabling trade-in directly within the brand’s existing ecommerce experience. This launch signals a broader industry shift – resale is no longer a separate channel, it’s becoming a core part of the way brands engage customers and extend product life cycles. Lost and Found represents one of the most expansive branded resale programs, setting a new bar for scale and accessibility in circular retail. Db’s deployment of Trove’s Trade-In Plugin showcases how brands can rapidly integrate comprehensive trade-in capabilities, providing a streamlined path to address regulatory requirements while engaging customers in circular economy practices.
“Lost and Found is a continuation of what we’ve always believed: that great design should last, and circularity should be built into everything we do,” said Joachim Gund, Db Chief Transformation Officer. “Our customers take their gear on real journeys, and we wanted to build a system that reflects that, one that gives products a second life and keeps the story going. With Trove, we’ve found a partner who shares our belief in long-lasting design and the responsibility to support it with meaningful infrastructure.”
For brands like Db that want to integrate resale into their mainline site, the trade-in plugin delivers a fast and flexible solution. It also unlocks new program types: brands can quickly spin up takeback-focused initiatives to re-engage customers, then choose to route trade-ins to resale marketplaces like eBay, into recycling streams, or into future brand-owned resale experiences.
Brands can now add customer trade-in capabilities to any site, without the need for a standalone resale site. The Trade-In Plugin offers brands a range of powerful features:
- Flexible Placement:
- The plugin allows brands to embed the ability to trade-in pre-owned items on landing pages, product-detail pages, or any other site location. This gives brands full control over where the trade-in opportunity is showcased.
- Quick Deployment:
- Brands can deploy the system in just two weeks using minimal technical resources.
- Cross-Platform Compatibility:
- The plugin is compatible with major ecommerce platforms, including Shopify, Salesforce Commerce Cloud, and BigCommerce. It is fully customizable to match any brand’s design.
- Streamlined Customer Experience:
- Unlike traditional solutions, the plugin eliminates the need for separate resale sites, creating a unified shopping experience.
“The Trade-In Plugin gives brands a fast, flexible way to bring resale into their core ecommerce experience, with no separate site or heavy lift required,” said Terry Boyle, CEO of Trove. “Db’s Lost and Found program showcases how this innovation unlocks new programs across resale, whether a brand wants to re-engage customers through trade-in, route items to third-party marketplaces, or build a resale program in phases. As European regulations drive more brands to embed circularity into their long-term strategy, the timing for this kind of solution couldn’t be better.”
About Trove
Trove leads the branded resale and trade-in industry, providing brands with a comprehensive platform to launch, manage, and scale their resale programs efficiently. Industry leaders including Canada Goose, Carhartt, Michael Kors, Patagonia, and Steve Madden trust Trove with their resale initiatives.
Trove’s platform features advanced tools, including in-store and digital trade-ins, returns processing, non-new inventory management, resale site building and management, Shopify integration, and peer-to-peer capabilities. These features empower brands in North America, UK, and Europe to connect with new customers across all demographics, optimize resale strategies with comprehensive analytics, and maintain seamless operations across multiple channels.
As a Certified B Corporation, Trove is more than just a technology provider; it is a catalyst for sustainability in retail, driving the industry toward a future where commerce and environmental responsibility go hand in hand. To learn more, visit Trove.com.
Trove’s suite of plugins also includes the Resale Plugin, which enables brands to seamlessly integrate pre-owned items alongside new products on their existing ecommerce platforms. Patagonia was the first brand to deploy the Resale Plugin in October 2024, creating a more cohesive shopping experience between new and used products. Trove has strengthened its technology capabilities and global reach through recent strategic acquisitions, including Recurate, which expanded offerings in peer-to-peer resale and Shopify integrations, and reverse.supply, which extended Trove’s European market leadership.
About Db
Db is a Scandinavian brand with a clear mission to redefine travel gear while enabling meaningful journeys. They engineer award-winning backpacks, carry bags, luggage, and accessories for the creative community to navigate daily scenarios. At the heart of the brand is a commitment to minimal and thoughtful Scandinavian design and patented technologies – this red thread distinguishes their collections from competitors.
In 2023, Db became a Certified B Corporation, a sign of the brand’s commitment to conscious designs, practices, and methods. Its recently launched Lost & Found program is part of its ongoing efforts to transition towards more responsible product stewardship in line with its beliefs, as well as EU regulations.
As part of Db’s expansion plans, the Scandinavian brand secured a minority investment from LVMH Luxury Ventures in December, 2024, a strategic fund within LVMH that supports emerging premium brands with high growth potential. As recently as June, Db welcomed two Scandinavian icons, Erling Haaland and Gustav Witzøe, as strategic investors in the brand.
