Mjuk

What Mjuk does

Mjuk operates a circular e-commerce marketplace for pre-owned, overstock, and retailer return furniture, primarily serving individual consumers in Finland and Sweden with an additional pan-EU English storefront. The platform distinguishes itself from peer-to-peer classified sites by vertically integrating the full resale value chain: when a seller lists an item, Mjuk arranges pickup, handles refurbishment, photographs the piece professionally, and manages final delivery to the buyer. A secondary B2B supply channel sources inventory from furniture retailers needing to liquidate overstock or process returns, broadening supply beyond individual sellers.

The platform is built on a self-serve e-commerce architecture accessible via country-specific domains (Finland, Sweden, and a pan-EU English store), with checkout powered by Shopify and payments handled through Klarna. Marketing is executed through paid digital channels including Meta, Google, and TikTok, supported by SEO and a LinkedIn presence for employer branding. The technology stack also includes RudderStack for analytics and Typeform for survey/quiz functionality, indicating a standard SaaS-based operational backbone rather than a proprietary or AI-heavy platform.

Mjuk earns revenue through marketplace commissions on transactions, with sellers paying a fee to access Mjuk's full-service fulfillment and buyers paying the listed purchase price. The company was founded in 2019 in Finland and is led by co-founder and CEO Rickard Zilliacus and co-founder and Chief Growth Officer Max Heino. It has raised approximately €8.1 million across multiple funding rounds from 2021 through 2025, led by investors including Lifeline Ventures, Alliance VC, Superhero Capital, Trind Ventures, Finnvera Venture Capital, and Gorilla Capital. The company employs 11-50 people and operates from Helsinki, Finland, with an international hub in Stockholm, Sweden.

Name

Mjuk

Legal name

Mjuk

Website

https://mjuk.fi

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Mjuk is a Finnish circular e-commerce marketplace for pre-owned, overstock, and retailer return furniture, serving individual consumers and retailers in Finland and Sweden through a vertically integrated platform that handles pickup, refurbishment, photography, and delivery.

Ownership category

akta.pro rank

Product category

Online Furniture Marketplace

NAICS

Used Merchandise Retailers (459510)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

Online Secondhand Home Furnishings Marketplaces (Home-focused) (CRAIANAO)

akta.pro secondary industries

Reuse & Resale / Recommerce Operations (EUAIANAC), Bulk Liquidation, Returns & Overstock Recommerce Marketplaces (CRAFAGAO)

Keywords

• Second-hand furniture
• Furniture marketplace
• Circular commerce
• Furniture resale
• Pre-owned furniture

Headquarters

HQ city

Vantaa

HQ country

Finland

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Operations, Supply Chain, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Marketplace commission on furniture transactions: Mjuk operates as a circular marketplace earning revenue through transaction fees on sales of second-hand, overstock, and retailer return furniture. The platform facilitates the full lifecycle from pickup through refurbishment to final delivery.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Mjuk operates a circular online marketplace for buying and selling second-hand, overstock, and retailer return furniture. The platform handles the full circular commerce lifecycle including furniture pickup from sellers, refurbishment, professional photography, and delivery to buyers. Operations span Finland, Sweden, and other EU countries through country-specific and pan-EU English storefronts.

Product overview

Mjuk operates as a single unified marketplace platform for second-hand furniture, supplemented by integrated pickup and delivery services. The core marketplace enables buying and selling of second-hand, overstock, and retailer return furniture across Finland and Sweden, while the companion delivery service handles transportation to complete the circular commerce loop.

Differentiator

Problem solved

Functional benefit

Products and services

• Mjuk Marketplace
• Mjuk Pickup and Delivery Service

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Chairish: US-based online marketplace specializing in vintage and pre-owned designer furniture and home decor. Closely comparable to Mjuk as a curated, brand-forward recommerce platform serving consumers seeking unique design pieces, though operating at a larger scale and focused on higher price points.
• AptDeco: NYC-headquartered online marketplace for pre-owned furniture with integrated pickup and delivery services. Mirrors Mjuk's full-service model of handling logistics on behalf of sellers, making it one of the most directly comparable peers in furniture recommerce.
• Kaiyo: US-based recommerce platform for used furniture with pickup, storage, and delivery. Comparable to Mjuk in offering an end-to-end service rather than a pure listing marketplace, though primarily US-focused.

Regional players

• Blocket: Sweden's dominant C2C classifieds platform with deep penetration in used furniture listings. While not vertically integrated like Mjuk, it is the most important alternative for sellers in Mjuk's Swedish market and a primary competitive threat in the region.
• Tori.fi: Finland's leading C2C marketplace owned by Schibsted, hosting a large volume of second-hand furniture listings. Comparable to Mjuk in serving Finnish consumers' second-hand needs but operating as a listing-only platform without Mjuk's full-service fulfillment layer.

Emerging players

• Vinted: Lithuania-headquartered C2C recommerce marketplace dominant in fashion but expanding into home goods. Comparable to Mjuk as a European circular marketplace, though its scale and category mix differ materially — relevant as a model for pan-EU circular consumer platforms.
• Wallapop: Spain-based C2C marketplace with growing presence across Southern Europe, including furniture. Comparable as a mobile-first C2C recommerce platform in Europe, though broader in category and lacking Mjuk's full-service fulfillment.
• Reverb: Online marketplace for used musical instruments with strong curation and seller tools. Useful adjacent comparable for Mjuk because it demonstrates a successful vertical-specific recommerce marketplace model with category-specific trust and pricing infrastructure.

Broad incumbents

• Facebook Marketplace: Meta-operated general C2C marketplace with massive global user base that includes second-hand furniture. Represents the most significant free alternative to Mjuk's paid model and is a structural pricing constraint on take-rates across all European furniture recommerce players.
• IKEA (Buy Back & Circular Hubs): Global furniture retailer that has launched its own circular take-back, resale, and refurbishment programs. Comparable to Mjuk's B2B retailer supply angle and long-term competitor as IKEA internalizes more of the second-hand furniture value chain.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/mjuk

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds5 records

Investors6 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mjuk