Emmy

What Emmy does

Emmy Clothing Company Oy is a Finnish private limited company, founded in 2014 and headquartered in Lohja, Finland, that operates a consignment-based online marketplace for pre-owned branded fashion. The company manages the full consignment lifecycle on behalf of individual sellers—including item intake, manual authentication and condition inspection, expert pricing, photography, storage, and fulfillment—eliminating the pricing, logistics, and fraud risk typically associated with peer-to-peer resale. The Shopify-based storefront (store.emmy.fi), integrated with Intercom for customer service, lists approximately 34,000 women's items across more than 10,000 brands, with new arrivals three times per week (Tuesday, Thursday, Sunday); the company also maintains a physical storefront and drop-off boxes in Helsinki city center, plus home-pickup via Budbee and shipping via Posti.

The platform serves a two-sided consumer base: fashion-conscious buyers seeking authenticated branded clothing (women's, men's, and children's, including plus sizes 44–62 and petite 32–34) and individual sellers offloading unwanted branded apparel. Revenue is generated primarily through marketplace commissions on consignment sales (e.g., for a €100 sale the seller receives €55.50 via bank transfer or €66.60 in Emmy-money), supplemented by listing fees (€0.50 children's, €1 adult), a €6.90 transport fee (waived via drop-off boxes), and a €12.90 unsold-item return fee. The company also participates as a Finnish industry partner in the EU Horizon Europe–funded TexMat project (€6.25M total budget) with VTT, University of Vaasa, and Pääkaupunkiseudun kierrätyskeskus, developing AI-based imaging and digital product passports for textile sorting through spring 2029.

Name

Emmy

Legal name

Emmy Clothing Company Oy

Website

https://store.emmy.fi

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Emmy is a Finnish consignment-based online marketplace for pre-owned branded clothing and accessories, managing authentication, pricing, and fulfillment for individual sellers while serving buyers across Finland and the EU.

Ownership category

akta.pro rank

Product category

Second-hand branded fashion e-commerce (consignment marketplace)

NAICS

Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458), Used Merchandise Retailers (4595)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Catalog & Mail-Order Houses (5961)

akta.pro primary industry

Apparel-Focused Catalog Department Store Retailers (CRAGAIAA)

Keywords

• Consignment fashion marketplace
• Pre-owned branded clothing
• Second-hand fashion retail
• Circular fashion e-commerce
• Clothing consignment service

Headquarters

HQ city

Lohja

HQ country

Finland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Marketplace Commission (Seller Consignment): Emmy operates a consignment model where sellers submit branded clothing items. Emmy charges listing fees (0.50€ per children's item, 1€ per adult item), a transport fee of 6.90€ (waived for drop-off boxes), and retains commission on sold items. For items sold at 100€, the seller receives 55.50€ (or 66.60€ if paid as Emmy-money). Sellers can also opt for bank transfer or partner gift cards for payouts.
2. Unsold Item Recovery Fee: When items remain unsold after the 6-month sales period, sellers can have them returned (12.90€ service fee plus shipping) or allow them to go to secondary resale partners for 1€ per item credit.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels4 records

Core offering

Emmy operates a consignment-based second-hand branded fashion online marketplace (store.emmy.fi) selling pre-owned women's, men's, and children's clothing, shoes, bags, and accessories from 10,000+ brands. Sellers submit items to Emmy's processing center in Lohja where they are authenticated, priced, photographed, stored, and listed; Emmy handles the entire sales process and pays sellers via bank transfer, Emmy-money credits, or partner gift cards.

Product overview

Emmy Clothing Company operates a second-hand branded fashion e-commerce marketplace for women, men, and children. The core product is the Emmy Online Marketplace (Shopify-based) where the company manages a full consignment model—sellers submit items, Emmy handles authentication, pricing, photography, and fulfillment, with monthly payouts to sellers. The Seller Portal enables sellers to track and manage their consignments. Additionally, Emmy participates in the TexMat R&D project developing AI-enabled textile collection solutions with EU Horizon Europe funding.

Differentiator

Problem solved

Functional benefit

Products and services

• Emmy Online Marketplace (store.emmy.fi) Shopify-based e-commerce marketplace for second-hand branded fashion (women's, men's, and children's clothing, shoes, bags, and accessories). Emmy manages the full consignment process including authentication, condition inspection, pricing, photography, storage, and sales fulfillment, serving individual buyers and sellers across Finland and the EU.

Quantifiable outcome

• 20% cost structure reduction achieved
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature1 record

Partnerships

Three partnerships are on record, tiered core.

• VTT (Technical Research Centre of Finland)coreStrategic or Co-development PartnerVTT is leading the €6.25 million TexMat project funded by EU Horizon Europe, developing an AI-based deposit-return solution for textile collection using imaging and digital product passports to sort garments for resale or recycling. Emmy is one of the Finnish company partners contributing to this textile sustainability initiative running through spring 2029.
• University of VaasacoreStrategic or Co-development PartnerAcademic research partner in the €6.25 million TexMat project developing user-friendly collection solutions for used clothing. The project involves 14 partners from 7 EU countries, with pilot trials planned in Finland and Spain.
• Pääkaupunkiseudun kierrätyskeskus (Helsinki Metropolitan Area Recycling Centre)coreStrategic or Co-development PartnerFinnish recycling organization partnering in the EU-funded TexMat project to develop textile collection solutions. Contributes expertise in circular economy and waste management alongside VTT, University of Vaasa, and other EU partners.

Scale indicators7 records

Recent moves4 records

Expansion highlights5 records

Direct peers

• Vinted: Pan-European peer-to-peer secondhand fashion marketplace with a very large Nordic user base. Directly competes with Emmy for Finnish sellers and buyers of pre-owned clothing, but operates a C2C model without Emmy's full-service authentication and consignment layer.
• Zadaa: Finnish-founded peer-to-peer marketplace for secondhand fashion and lifestyle items. Closest direct domestic peer to Emmy — competes head-to-head for Finnish sellers and buyers, although Zadaa runs a more generalist C2C model rather than Emmy's consignment-plus-authentication approach.
• Relove (Relove.fi): Finnish secondhand clothing reseller operating both online and physical stores, buying directly from consumers and reselling curated inventory. Comparable to Emmy's vertical (professionally processed branded resale) but executes via outright purchase rather than consignment.
• Vestiaire Collective: Global authenticated luxury and premium secondhand fashion marketplace. Directly comparable to Emmy's branded-authentication and consignment model, but operates at much larger scale and skews higher in price point; serves as a benchmark for international expansion of Emmy's authenticated resale model.
• ThredUp: US-listed large-scale online reseller of secondhand apparel with operations, pricing expertise, and authentication workflows that closely parallel Emmy's full-service consignment model, but at vastly greater scale. Useful public-market comparable for unit-economics benchmarking.

Broad incumbents

• The RealReal: US-based authenticated luxury consignment marketplace. While much larger and luxury-focused, it shares Emmy's core playbook of expert authentication, professional pricing, photography, and managed consignment — relevant as an incumbent model for branded secondhand at scale.
• Sellpy (H&M Group): Full-service secondhand fashion resale service owned by H&M, operating a managed consignment model with home pickup and authentication — operationally similar to Emmy's end-to-end handling of items. Owned by a major fashion incumbent, representing the strategic-buyer / partnership path for Emmy.

Emerging players

• Trove (recircular): B2B white-label resale technology platform powering branded recommerce for retailers such as Patagonia and Levi's. Comparable to Emmy's TexMat initiative as a technology-enabled infrastructure layer for circular fashion; relevant if Emmy chooses to productize its AI sorting/authentication IP.
• Reflaunt: Singapore-headquartered resale-as-a-service platform enabling brands and retailers to launch branded secondhand storefronts. Comparable to Emmy on the technology-enabled resale infrastructure side, particularly relevant given Emmy's R&D positioning in the TexMat project.
• Patagonia Worn Wear: Brand-operated circular resale program for used Patagonia apparel, with repair-and-resale infrastructure. Comparable to Emmy as a vertical example of branded circular fashion at scale, and indicative of the partner-brand opportunity for Emmy's consignment-as-a-service offering.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/emmy.suomi
• Instagraminstagram.com/emmysecondhand/?hl=fi
• TikToktiktok.com/@emmysecondhand
• Xx.com/emmysuomi
• LinkedInlinkedin.com/company/emmy-clothing-company

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors

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 Emmy