What Wefabrik does

Wefabrik Inc. (株式会社ウィファブリック), founded March 9, 2015, in Osaka, Japan, operates SMASELL, a sustainable outlet e-commerce marketplace that connects apparel brands and manufacturers holding deadstock and excess inventory with value-conscious consumers and resellers, offering discounts of up to 95% off retail. The platform operates on a commission-only model for suppliers (¥0 upfront, ¥0 monthly fixed fees), charging transaction fees only on completed sales across both B2B wholesale and B2C consumer channels. The platform hosts roughly 7,000 brands and approximately 220,000 registered users as of late 2022, and tracks CO2 reduction per transaction as a differentiating data asset.

The product portfolio extends beyond the core marketplace. SMASELL Sustainable Commune, a multi-category physical experiential facility in Osaka's Kita-Kagaya district (opened August 9, 2024), was built on a renovated former ironworks factory and houses fashion, interior, cosmetics, food, art, and music tenants including Sean Wotherspoon's I'm shipshape, PATAGONIA PROVISIONS, BOTTEGA BLU., and Universal Bakes. Re:nne, a joint venture with E-SPB/SPI Inc., opened in Kyoto's Teramachi district in February 2021 as an urban off-price sustainable-fashion store. Supporting e-commerce and physical extensions are upcycling projects (PHOENIX LAB. PROJECT and heart core remedy) and clothing-collection box programs with Casselini, NARACAMICIE, and Vector Co., Ltd.

The technology stack is built on a proprietary marketplace platform augmented by third-party integrations: XZ-biz OMO (STANDING OVATION) for AI stylist outfit recommendations on PDPs, Yamato Credit Finance's Kuroneko Billing for deferred-payment checkout, and Mizuho Research & Technologies collaboration on Ministry of the Environment decarbonization verification. Revenue derives from marketplace transaction commissions, B2C platform sales, and physical retail. Total disclosed funding exceeds approximately ¥980 million (~$6.5M USD) across seed, Series A, Series B, and FUNDINNO crowdfunding (Jan 2024). GTM combines product-led online marketplace growth with event marketing (KANSAI COLLECTION, fashion swap parties) and PR in Nikkei, Senken Shimbun, Toyo Keizai, and Mainichi Shimbun. Recognition includes the 2018 Ministry of the Environment Award for Circular Society Formation and 2022 SME Awards MVP and SDGs.

Name

Wefabrik

Legal name

株式会社ウィファブリック (WEFABRIK Inc.)

Website

https://wefabrik.jp

Company type

Private

Founded year

2015

Headcount range

1–10 employees

Short description

Wefabrik operates SMASELL, a Japanese B2B/B2C sustainable marketplace connecting apparel brands with deadstock or surplus inventory to approximately 7,000 listed brands and 220,000 buyers at discounts up to 95%, complemented by physical retail (Osaka Sustainable Commune, Kyoto Re:nne) and upcycling initiatives.

Ownership category

akta.pro rank

Product category

Sustainable Fashion Marketplace

NAICS

Clothing and Clothing Accessories Merchant Wholesalers (42435), Clothing and Clothing Accessories Merchant Wholesalers (424350)

SIC

Retail-Apparel & Accessory Stores (5600), Wholesale-Apparel, Piece Goods & Notions (5130)

akta.pro primary industry

Apparel, Footwear & Accessories Resale (CRAFAGAA)

akta.pro secondary industries

Deadstock & Overproduction Management (Resale/Repurpose/Inventory Liquidation) (IMAOAMAL), Sustainable / Ethical Apparel & Accessories Wholesale (CRAOADAJ)

Keywords

• Fashion marketplace platform
• Deadstock inventory liquidation
• Sustainable fashion retail
• Off-price apparel marketplace
• Circular fashion commerce

Headquarters

HQ city

Osaka

HQ country

Japan

HQ region

Asia

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. B2B Transaction Commission: Apparel brands and suppliers list inventory on SMASELL platform; transaction fees are charged only when sales occur. The platform supports new products to final markdown items with zero initial or monthly fixed costs for suppliers.
2. B2C Consumer Sales: Individual buyers purchase products directly through the platform. Platform facilitates transactions between brands and end consumers with discounts up to 95% off retail prices.
3. Physical Retail - Re:nne: Joint venture with E-SPB Co., Ltd. operates physical retail store Re:nne in Kyoto offering sustainable fashion at up to 90% off, selling both new deadstock and pre-owned items.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Wefabrik operates SMASELL, an online sustainable outlet marketplace connecting fashion brands holding deadstock and surplus inventory with consumers and resellers, offering products at discounts up to 95% off retail. The core platform is complemented by physical retail facilities including SMASELL Sustainable Commune (a multi-brand experience complex in Osaka opened 2024) and Re:nne (an off-price store in Kyoto), plus upcycling initiatives that transform unsold apparel into new creative products.

Product overview

WEFABRIK operates a platform portfolio anchored by SMASELL, a sustainable outlet e-commerce marketplace for fashion deadstock, augmented by offline and project-based extensions. The core SMASELL platform connects brands holding surplus inventory with consumers at discounts up to 95% OFF, tracks CO2 reduction per transaction, and facilitates clothing return programs. Complementing the online platform, SMASELL Sustainable Commune is a physical multi-brand experience facility in a renovated Osaka ironworks factory offering fashion, interior, food, and art under one roof. Re:nne is a physical off-price retail store in Kyoto. PHOENIX LAB. PROJECT and ≒heart core remedy are upcycling initiatives transforming cancelled and unsold apparel into new creative products. The company also conducts cloud funding via FUNDINNO for its physical retail projects and offers shareholder warrant privileges.

Differentiator

Problem solved

Functional benefit

Products and services

• SMASELL (スマセル) Sustainable outlet e-commerce marketplace connecting approximately 7,000 fashion brands holding deadstock and surplus inventory with consumers and resellers seeking discounted apparel. Offers products at discounts up to 95% off retail, tracks CO2 reduction per transaction, and operates clothing collection box programs in partnership with retail brands.
• SMASELL Sustainable Commune (スマセル サステナブルコミューン) Physical multi-brand sustainable retail and experience complex in Osaka featuring fashion, interior, cosmetics, food, art, and music brands under one roof. Allows visitors to experience SDGs and permaculture hands-on while shopping. Featured brands include Sean Wotherspoon's I'm shipshape, Patagonia Provisions, BOTTEGA BLU., RE STYLE, Universal Bakes, NIKKO, and O0u.
• Re:nne (リンネ) Urban offline off-price retail store in Kyoto offering sustainable fashion at discounts up to 90% off, operated in partnership with E-SPB Co., Ltd. Sells both new deadstock and pre-owned items. Concept derived from 'samsara' (輪廻), incorporating Reduce, Reuse, Reduction, Regeneration, and Repeat principles of circular economy.

Quantifiable outcome

• 260% crowdfunding target achievement for Sustainable Commune, raising ¥26,010,000
• +3 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability4 records

Feature2 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Osaka-Kansai Expo 2025 (Public Association)coreStrategic or Co-development Partner · 12 April 2024Selected as exhibitor at Osaka Healthcare Pavilion 'Exhibition Zone' for 2025 Expo. Planning to showcase CO2 reduction visualization and carbon credit mechanisms through fashion circulation.
• STANDING OVATION (XZ-biz)coreTechnology or Integration · 28 July 2022Integration of XZ-biz OMO solution enabling AI stylist outfit recommendations. Achieved 7.6x improvement in purchase conversion rate through styling suggestions using customer wardrobe items.
• Mizuho Research & TechnologiescoreStrategic or Co-development Partner · 10 May 2022Collaboration on Ministry of Environment project 'Digital Technology for Decarbonization 2R Business Verification'. Wefabrik provided data demonstrating 50%+ CO2 reduction and waste reduction through their business model.
• NARACAMICIE JapanminorGTM or Marketing Partner · 10 November 2021Expanded clothing collection program from 1 to 14 stores for shirt/blouse recycling. Customers receive store points for donations; items resold or upcycled.
• CasseliniminorGTM or Marketing Partner · 16 June 2021Clothing collection program where Casselini customers can bring bags/accessories for recycling points. Collected items resold on SMASELL platform.
• E-SPB Co., Ltd.coreStrategic or Co-development Partner · 10 February 2021Joint venture to open Re:nne sustainable fashion retail store in Kyoto, offering urban off-price fashion up to 90% off. Concept means 'samsara' incorporating circular economy principles.
• Osaka Mode GakuinminorStrategic or Co-development Partner · 9 December 2020Industry-academia collaboration where students create upcycled fashion items from sample products provided by Adastria. Products sold on SMASELL platform.
• Adastria Co., Ltd.minorStrategic or Co-development Partner · 9 December 2020Provides sample products for student upcycling projects. Vision includes 'fashion loss-free world' as CSR activity. 3-way partnership with Osaka Mode Gakuin.
• Matsubishi GroupminorImplementation/ SI/ Consulting Partner · 7 September 2018Logistics support partnership enabling overseas sales by handling import/export logistics for SMASELL sellers, reducing seller burden and enabling brand-safe international sales.
• Vector Co., Ltd. (95 recycled clothing stores)coreStrategic or Co-development Partner · 1 August 2017Capital and business partnership enabling expansion into used clothing market. Later partnership for clothing collection box programs.

Scale indicators6 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• Mercari: Japan's leading C2C marketplace with a massive apparel resale category. Comparable to SMASELL because both monetize secondhand fashion transactions between consumers, though Mercari is broader (general merchandise) and far larger in scale.
• ZOZO (ZOZOTOWN): Dominant Japanese fashion e-commerce platform operating ZOZOTOWN and ZOZOUSED (secondhand). Comparable because ZOZOUSED directly addresses apparel recommerce and offers an outlet/marketplace model that competes for the same discounted-fashion consumer.
• Rakuten Fashion: Rakuten's fashion e-commerce vertical. Comparable to SMASELL as a broad e-commerce platform that increasingly absorbs outlet, discounted, and secondhand apparel demand, representing a credible incumbent threat to a niche resale marketplace.

Direct peers

• StockX: Global resale marketplace for sneakers and apparel. Comparable to SMASELL because both monetize secondary-market apparel transactions via commission-based matching platforms and emphasize authentication/discovery features for buyers.
• Poshmark: US social commerce marketplace for apparel resale. Comparable to SMASELL because it runs a peer-to-peer discounted-fashion marketplace with commission-based revenue and brand-discovery features, despite operating under a social-shopping UX.
• BUYMA: Japanese cross-border fashion marketplace connecting buyers with overseas personal shoppers/sellers. Comparable to SMASELL because it operates a discounted apparel marketplace model with similar B2C transaction-commission economics, targeted at value-conscious fashion buyers in Japan.
• ThredUp: US-based apparel resale marketplace and recommerce platform. Comparable to SMASELL because both operate online secondhand apparel platforms with brand-supplier inventory models, take-rate revenue, and circular-economy positioning.
• The RealReal: US luxury consignment and resale platform. Comparable to SMASELL because it operates a consignment-driven apparel marketplace for deadstock and pre-owned items, with an explicit sustainability/circular-economy narrative.
• 2nd Street (ゲオグループ): Japan's largest chain of secondhand apparel stores, operated by Geo Holdings. Comparable to SMASELL because it monetizes secondhand fashion at scale via both physical retail and online channels, competing directly for the value-conscious and sustainability-conscious Japanese consumer.

Regional players

• Vector Co. Japanese operator of 95 recycled clothing stores and a documented Wefabrik capital/business partner. Comparable because Vector runs the largest physical used-clothing retail network in Japan, directly overlapping with Wefabrik's Re:nne and Sustainable Commune physical formats.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/wefabrik

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds2 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 Wefabrik