Trouva

Trouva operates as a curated online marketplace connecting consumers with a network of independent, brick-and-mortar boutiques. The company was founded in London in 2013, initially as StreetHub, by Alex Loizou, Mandeep Singh, and Glen Walker. Singh's background as a retail strategy consultant and private equity investor, where he observed the impact of ecommerce on offline retail, informed the company's mission. Loizou brought experience as a developer to the founding team. The platform launched under the name Trouva, meaning 'a lucky find', in 2015.

The business model is designed to support the growth of small, physical retail stores by providing them with the technology and infrastructure to compete in the global ecommerce market. Trouva offers its partner boutiques a comprehensive technology platform that includes software for inventory management, logistics and shipping support for worldwide delivery, and customer service. Revenue is generated primarily through a commission-based model, where Trouva takes a percentage of each transaction conducted through the site. This creates a symbiotic relationship, allowing independent shops to expand their reach beyond their local customer base without the significant investment required to build and market a standalone ecommerce presence.

Trouva's core service is providing a single online storefront that aggregates a diverse and curated selection of products, primarily in the homeware, fashion, and lifestyle categories. The platform is highly selective, partnering with a fraction of the boutiques that apply to ensure a high standard of product curation and brand identity. For consumers, Trouva offers a discovery platform for unique, hard-to-find items that are not typically available in mainstream retail. The company has undergone several acquisitions, including by Made.com in May 2022, Re:store in January 2023, and most recently by Fy!, an AI-enabled marketplace, in April 2024. Under its latest ownership, Trouva continues to operate as a standalone brand, with plans to integrate AI-enabled search and discovery tools to enhance the customer and boutique experience.

Keywords: online marketplace, independent boutiques, curated retail, homeware, lifestyle products, ecommerce platform, commission model, retail technology, fashion accessories, small business support