Relove

What Relove does

Relove Oy is a Finnish private limited company founded in 2016 by entrepreneur Noora Hautakangas and headquartered at Bulevardi 3, Helsinki. It operates a hybrid retail concept that combines curated boutique-style second-hand fashion with on-site cafés across six physical locations in Helsinki (Töölö, Punavuori/Freda, Stockmann 3rd floor), Tampere (Stockmann 1st and 3rd floor), and the Helsinki-Vantaa Airport Schengen terminal, plus a dedicated Bulevardi Showroom for authenticated pre-owned luxury handbags and accessories. The company sells through its own e-commerce site (relove.fi, powered by MyCashflow) with Klarna Checkout and Matkahuolto shipping, and extends its brand into full-service dining via the sister restaurant Brasserie Rue Madame at Pohjoisesplanadi, Helsinki.

The core product is a consignment-driven second-hand fashion platform (All Inclusive, DIY, Lux, Matkahuolto, Relove Box, and All Inclusive Small seller programs), augmented by in-house technology (Kirppari-Kalle consignment management and Entrupy computer-vision authentication for every luxury item sold online or in the Showroom). Relove's online catalogue at time of capture featured roughly 32 luxury handbags and 10 accessories from Chanel, Louis Vuitton, Gucci, Dior, Prada, Céline, Bottega Veneta and Balenciaga, priced between €150 and €4,500.

Relove earns revenue through multiple streams: marketplace commissions on consigned apparel (52–62% retained under most tiers; 78% to seller under DIY), tiered commissions on luxury consignment (25–32% retained; 68–75% to seller), direct margin on authenticated luxury resale, café and bakery transactions, gift card sales, private/corporate event catering, and the related Brasserie Rue Madame restaurant. Distribution runs through own boutiques, the Bulevardi Showroom, own e-commerce, Relove Box drop-offs at Stockmann stores in five cities, Matkahuolto nationwide shipping, A2B home pickup, and Wolt café delivery. The company is privately held by founder Noora Hautakangas with no disclosed external investors, no funding rounds, and no public listing.

Name

Relove

Legal name

Relove Oy

Website

https://relove.fi

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Relove Oy is a Helsinki-based hybrid retailer founded in 2016 that operates six boutique-style second-hand fashion stores co-located with cafés in Helsinki, Tampere and Helsinki-Vantaa Airport, plus a luxury handbag showroom, an online luxury store, and sister restaurant Brasserie Rue Madame.

Ownership category

akta.pro rank

Product category

Second-hand fashion retail

NAICS

Used Merchandise Retailers (459510), Clothing and Clothing Accessories Retailers (458110)

SIC

Retail-Miscellaneous Shopping Goods Stores (5940), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Managed Consignment & Authentication-led Resale (CRAFAGAN)

akta.pro secondary industries

Luxury & Designer Resale (CRAFAGAB), Jewelry, Watches & Accessories Resale (CRAFAGAJ)

Keywords

• Second-hand fashion retail
• Consignment services
• Pre-owned luxury resale
• Hybrid boutique café
• Circular fashion marketplace

Headquarters

HQ city

Helsinki

HQ country

Finland

HQ region

Europe

Offices8 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Consignment commission (second-hand clothing): Revenue share retained from sales of consigned items during myyntijakso periods: 52% to Relove under All Inclusive (seller gets 48%), 62% under DIY in Tampere (seller gets 78%), 62% under Matkahuolto (seller gets 48%), 62% under Relove Box (seller gets 48%), 62% under All Inclusive Small (seller gets 38%).
2. Luxury consignment commission (Lux myyntijakso): Tiered commission on luxury consignment sales (no site fee, 28-day period): 32% commission on €200–499 sales (seller gets 68%), 27% on €500–999 (seller gets 73%), 25% on €1,000+ (seller gets 75%).
3. Direct retail of curated second-hand luxury (online + showroom): Direct margin on second-hand luxury bags and accessories (Chanel, Louis Vuitton, Gucci, Dior, Prada, Celine, Balenciaga) sold through relove.fi online store and Bulevardi Showroom, with prices ranging roughly €150–€4,500.
4. Café / restaurant revenue: Sales from six in-store cafés and sister restaurant Brasserie Rue Madame: All Day Breakfast, weekday lunch (e.g. Morning Plate €9.90, Matcha Tiramisu €5.90), smoothies, specialty coffee, baked goods from Relove Bakery.
5. Gift card sales: Sale of Relove gift cards (€20, €50, €100) redeemable in physical stores and online; usable across second-hand shop, café and salons.
6. Private events and catering: Revenue from private and corporate events (hen parties, birthdays, Christmas parties, team days, workshops) hosted in-store with bespoke catering (breakfast boards, salad oasis, buffets, wine tastings).
7. Pickup / doorstep collection service fee: Optional home-pickup of consigned items for All Inclusive sellers (+€20 in Helsinki area and Tampere), delivered via partner A2B.

Pricing tiers

Go-to-market motion3 records

Distribution channels8 records

Marketing channels8 records

Core offering

Relove sells curated pre-owned adult clothing and accessories through six physical boutique + café locations in Helsinki, Tampere and Helsinki-Vantaa Airport, plus an Entrupy-authenticated online store for luxury handbags. It also runs multiple consignment programmes (All Inclusive, DIY, Lux, Matkahuolto, Relove Box) where individual consignors reserve stalls (myyntijakso) and Relove handles pricing, steaming, display and sales in exchange for a commission.

Differentiator

Problem solved

Functional benefit

Brands

• Brasserie Rue Madame: Sister restaurant / brasserie operated alongside Relove at Pohjoisesplanadi 25–27, Helsinki; "Reloven hurmaava sisarravintola."
• Relove Lux
• Relove Bakery

Products and services

• Relove Second Hand boutique retail Curated boutique-style second-hand fashion retail concept selling adults' clothing, shoes, bags and accessories across six physical stores in Helsinki (Töölö, Punavuori/Freda, Stockmann 3rd floor), Tampere (Stockmann 1st and 3rd floor) and Helsinki-Vantaa Airport. Inventory is updated daily and focused on quality brands, seasonal trends and vintage finds, for individual Finnish consumers.
• Relove Café (Kahvila) Café concept attached to each Relove store, serving vegetarian-leaning All Day Breakfast, weekday lunches (e.g. Salaattikeidas salad bar at Töölö, Morning Plate breakfast), smoothies, bowls, filled sandwiches, croissants, and house-baked Relove Bakery cakes and pastries. Vegan and gluten-free options are available; table reservations are handled through Quandoo and takeaway via Wolt.
• Relove Verkkokauppa (Online Store) E-commerce platform specialising in authenticated pre-owned luxury handbags and designer accessories from brands such as Louis Vuitton, Chanel, Gucci, Dior, Prada, Bottega Veneta, Celine and Balenciaga. Every item is condition-rated (Kunto 8/9) and ships with an Entrupy authenticity certificate; customers can also collect orders from the Bulevardi Showroom. Prices range from €150 to €4,500.
• All Inclusive consignment service (myyntijakso) Full-service consignment sales programme in which Relove handles pricing, steaming, display and sales of the seller's items. Weekly fee €59.90 in Helsinki / €45.90 in Tampere + €0.30/item; optional home pickup (+€20); seller receives 48% of the sale price. Available at Relove Töölö, Punavuori/Freda, Stockmann Helsinki and Stockmann Tampere, plus nationwide via Matkahuolto and Relove Box drop-off points.
• Do It Yourself (DIY) consignment Self-service consignment option in Tampere for sellers who want to price and merchandise their own items. Flat site fee €45; seller receives 78% of the sale price and the rack can optionally be shared with a friend via Kirppari-Kalle.
• Lux consignment (Lux myyntijakso) Consignment service specifically for luxury designer handbags and accessories, with 28-day listing and no site fee. Commission is tiered: 32% on €200–€499 sales (seller gets 68%), 27% on €500–€999 (seller gets 73%), 25% on €1,000+ (seller gets 75%). Items must meet Relove Lux conditions and are sold via the online store and Bulevardi Showroom with Entrupy authenticity certificates.
• Brasserie Rue Madame (sister restaurant) Full-service Parisian-style brasserie adjacent to Relove's Helsinki Stockmann boutique, serving breakfast, lunch and dinner seven days a week. Described as Relove's 'sisarravintola' (sister restaurant), it extends the Relove brand into full-service dining with a separate kitchen, bar and event offering.
• Relove Gift Cards Physical and digital gift cards available in €20, €50 and €100 denominations, redeemable across all Relove second-hand shops and cafés in Helsinki, Tampere and Helsinki-Vantaa Airport, as well as online at relove.fi.
• Relove private events and catering Bespoke private and corporate event hosting inside Relove cafés and Brasserie Rue Madame, including hen parties, birthdays, baby showers, pikkujoulut, team workshops and corporate team days. Catering menus feature breakfast boards, salad oasis, buffets and wine tastings. Event enquiries are handled via [email protected].

Quantifiable outcome

• 6 second-hand boutiques + 1 luxury Showroom across Finland plus sister restaurant Brasserie Rue Madame (Helsinki Pohjoisesplanadi)
• +4 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature4 records

Partnerships

24 partnerships are on record, tiered flagship, minor and core.

• OatlyflagshipGTM or Marketing Partner · 12 June 2026Co-branded summer beverage collaboration (Relove x Oatly). Three limited drinks — UBE Matcha Latte €6.90, Iced Coffee Colada €7.20, Cherry Matcha Latte €6.90 — sold across all Relove cafés for the summer 2026 season. Marketing prominently featured on home and café pages.
• RuisrockflagshipGTM or Marketing Partner · 28 May 2026Festival styling collaboration (Relove x Ruisrock) running 1–30 June 2026. Relove acts as the festival wardrobe across all Helsinki and Tampere stores, with curated festival outfits in dedicated racks and celebrity consignor pieces from Anna Puu, Ina Mikkola and Maria Veitola.
• EllinooraminorGTM or Marketing Partner · 25 September 2025Celebrity collaboration (Relove x Ellinoora) — co-promotion featuring the Finnish artist, announced 25 Sept 2025.
• Musti & MirriminorGTM or Marketing Partner · 2 September 2025Dog brunch collaboration ('Koirabrunssi') at Tampere Relove on 27.9.2025, co-produced with pet retailer Musti & Mirri offering two dog-menu options.
• MimmirahastominorGTM or Marketing Partner · 24 April 2025Charity cooperation 'Relove x Mimmirahasto' announced 24 April 2025, with a repeat collaboration on 25 November 2025; Relove runs ongoing charity campaigns with the foundation.
• Studio LameaminorGTM or Marketing Partner · 23 April 2024Brand collaboration (Relove x Studio Lamea), announced 23 April 2024.
• COSSAminorGTM or Marketing Partner · 20 November 2023Collaboration (Relove x COSSA) — joint content/campaign, announced 20 November 2023.
• VogliaminorGTM or Marketing Partner · 31 October 2023Editorial collaboration (Relove x Voglia) producing capsule-wardrobe content, announced 31 October 2023.
• GLO Hotel AirportminorGTM or Marketing Partner · 2 October 2023Cross-promotion (Relove x GLO Hotel Airport) for the airport-area second-hand shop and hotel, announced 2 October 2023.
• Riviera VintageminorGTM or Marketing Partner · 29 September 2023Collaboration with Riviera Vintage on second-hand / vintage styling, announced 29 September 2023.
• VR (Finnish state railways)minorGTM or Marketing Partner · 31 March 2023PR/brand tribute — VR named a train route after Relove on 31 March 2023, providing earned-media visibility.
• Stockmann (early partnership)flagshipChannel Partner/ Reseller/ Distributor · 25 February 2021Original 'Stockmann x Relove' partnership launched 25 February 2021, forming the basis for Relove's Stockmann in-store boutique presence.
• MatkahuoltocoreChannel Partner/ Reseller/ DistributorNational logistics partner: powers both the Matkahuolto consignment service (consignors ship one box of items nationwide) and customer deliveries of online orders. Relove extended the partnership in August 2025 to enable airport-store consignments.
• StockmannflagshipChannel Partner/ Reseller/ DistributorRelove operates three boutiques inside Stockmann department stores (Stockmann Helsinki 3F, Stockmann Tampere 1F and 3F) and uses Stockmann locations across Helsinki, Tapiola, Jumbo, Turku and Tampere as Relove Box drop-off points. Co-marketing partnership with MyStockmann loyalty.
• KlarnacoreTechnology or IntegrationPayment service provider powering Klarna Checkout on relove.fi — supports invoice, instalments, card and online bank payments. Klarna processes customer personal data for payment execution per Klarna's privacy policy.
• Kirppari-KallecoreTechnology or IntegrationRelove's consignment management and online booking system used for All Inclusive reservations and per-item sales tracking for consignors.
• EntrupycoreTechnology or IntegrationAI/computer-vision authentication partner. Every luxury handbag and accessory listed in Relove's online shop and Showroom is verified with Entrupy; each item ships with an Entrupy authenticity certificate (introduced February 2024).
• A2BminorImplementation/ SI/ Consulting PartnerDomestic transport company providing climate-friendly, emission-free pickup of consigned items from customer homes in Helsinki area and Tampere for All Inclusive sellers (+€20 fee).
• Suomen Punainen Risti (Finnish Red Cross Kontti)minorOthersCharity and recycling partner — customers can leave unwanted items at Relove shops; Relove also channels surplus shop fittings and fixtures to Kontti for reuse.
• WoltcoreChannel Partner/ Reseller/ DistributorDelivery partner — Relove café menu items are available for home and office delivery via the Wolt marketplace.
• QuandoocoreTechnology or IntegrationOnline restaurant reservation system powering table booking at all four Relove cafés (Töölö, Freda Punavuori, Stockmann Helsinki, Stockmann Tampere).
• FloraminorGTM or Marketing PartnerCollaboration with Flora (no specific date provided on the news index page).
• Fashion FinlandminorOthersMember of the Fashion Finland community (Suomalaisen muodin yhteisö jo vuodesta 1917), mentioned 10 December 2021.
• MyCashflowcoreTechnology or IntegrationE-commerce platform provider powering the relove.fi online store (footer attribution 'Voimanlähteenä MyCashflow').

Scale indicators6 records

Recent moves11 records

Expansion highlights6 records

Direct peers

• Emmy: Sweden-based second-hand fashion and café hybrid concept selling curated pre-owned clothing with in-store coffee. Closest direct peer to Relove's shop+café model and Northern European second-hand positioning.
• Humana Second Hand (Finland): Operates a chain of second-hand clothing stores across Finland under the Humana/Finnish Red Cross umbrella. Directly competes with Relove for Finnish second-hand shoppers and consignors, including in Stockmann-adjacent locations.
• Sellpy: Nordic (Swedish-founded) full-service second-hand fashion resale platform owned by Klarna — same payment partner Relove uses on relove.fi. Closest online peer for the All Inclusive consignment model.
• Vinted: Pan-European peer-to-peer fashion resale marketplace very active in Finland. Competes for the same individual consignor/buyer base that drives Relove's myyntijakso flywheel.
• Vestiaire Collective: Global authenticated luxury resale marketplace covering Chanel, Louis Vuitton, Gucci, Dior and Prada — the exact brand portfolio Relove Lux curates. Direct competitor for high-end authenticated second-hand handbag buyers.
• The RealReal: US-listed authenticated luxury consignment platform with in-house authentication. Closest US-listed comparable for Relove Lux's authentication-led value proposition in pre-owned designer accessories.
• Tori.fi (Schibsted): Finland's dominant consumer-to-consumer classifieds marketplace. Competes with Relove as a low-friction alternative for individuals wanting to sell pre-owned clothing and accessories directly.
• Reware: Finnish curated second-hand and vintage fashion reseller with an online store and brand partnerships. Overlaps with Relove's curated, brand-aware second-hand positioning in the Finnish market.

Broad incumbents

• Stockmann: Finnish/Nordic department store incumbent and Relove's flagship channel partner (3 of 6 boutiques operate inside Stockmann). Comparable as a broader retail incumbent whose real estate and loyalty program Relove currently rides on.

Emerging players

• Patagonia Worn Wear: Brand-operated resale and repair program from Patagonia. Relevant as an adjacent circular-fashion benchmark and an example of how integrated resale can extend a brand's revenue and sustainability positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/relovelifestyle

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries3 records

Funding overview

Funding rounds

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 Relove