Trouva has been bought by Fy!, the third time the brand has changed hands in two years. 

A marketplace for independent retailers and boutiques, Trouva has been acquired by fellow marketplace Fy! for an undisclosed sum. 

Trouva indulgent7

Trouva curates independent home and lifestyle products

According to a statement by Fy!, the Trouva acquisition will double the size of its business, which uses AI to recommend home and lifestyle products to shoppers on its marketplace.

The latest acquisition is the third time Trouva has been bought in the last couple of years. The first buyer was which fell into administration and was bought by Next less than a year later, leaving Trouva to be snapped up by Re:store last year. 

Fy! CEO Tom Beverley said: ”The coming together of Fy! and Trouva represents an exciting new chapter for both companies.

”Trouva’s strong brand, unique community of independent boutiques and product curation provide a compelling destination for customers.

“We look forward to working with the Trouva team to leverage Fy!’s AI-enabled search and discovery to benefit Trouva boutiques and customers.”