Cirkulær

What Cirkulær does

Cirkulær is a Norwegian curated second-hand fashion marketplace for women's apparel, shoes and accessories, operating a 40/60 consignment model where the company handles intake, AI-driven pricing, photography, listing, sales and payouts. Cirkulær AS (org. nr. 931 843 370) was founded in 2023 by Camilla Woje and Einar Michaelsen in Oslo, inspired by a Swedish circular-fashion concept. The business sells through four owned retail stores — Universitetsgata (flagship, Sept 2023), Hegdehaugsveien (Jan 2024), Karl Johans gate / Paleet (Feb 2026) and Fornebu S (Feb 2026) — plus a Shopify-based national online store launched in July 2026 covering all of Norway including Svalbard, with international shipping to Scandinavia and the EU planned for 2026. Inventory is sourced from individual consignors who receive 40% of the sale price (rising to 60% for items sold at or above 5,995 NOK), or 50% plus a 10% bonus in store credit.

The technical differentiator is a proprietary AI pricing model that analyses brand, condition, season and comparable past sales to set per-item prices and adjust them by up to 20% over the 30-day sales window, supported by computer vision for product photography. Approximately 250 new items are added daily across the stores, drawn from a catalogue of over 200 selected brands including Ganni, Toteme, Acne Studios, Isabel Marant Etoile, Samsøe Samsøe and Zimmermann. The internal resale operations platform — covering intake, listing, sales tracking and payouts — was built in-house and subsequently spun out as a separate technology product called Circular Resale. A dedicated seller portal ('Min Side' at cirkulaer.getcircular.ai) lets consignors book drop-offs, track items and request payouts.

The business model is pure transaction-fee consignment: Cirkulær retains approximately 60% of each resale on standard items and ~40% on premium items above 5,995 NOK, plus full retail margin on direct sales. Go-to-market is product-led through the stores and the online shop, with marketing driven by owned social (Instagram, TikTok), an editorial blog, a weekly newsletter and Norwegian press coverage. Over 5,500 sellers and 22 employees (per the founders' late-2023 narrative; firmographics list 12) are reported, with Maria Willumsen appointed as Managing Director in August 2025. The concept has been validated by NCSC Norway's Innovation of the Year (2024) and Tise's Brand of the Year / Årets Merkevare (2025), and a franchise — Cirkulær Outdoor in Nusfjord, Lofoten — opened in June 2024 to test the licensable model.

Name

Cirkulær

Legal name

Cirkulær AS

Website

https://cirkulaer.love

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

11–50 employees

Short description

Cirkulær is a Norwegian curated second-hand fashion marketplace for women, operating four retail stores in Oslo and Bærum and a national e-commerce platform. It uses a 40/60 consignment model and proprietary AI pricing to connect individual consignors with buyers of pre-owned designer and contemporary apparel.

Ownership category

akta.pro rank

Product category

Second-hand fashion resale retail

NAICS

Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458), Clothing and Clothing Accessories Retailers (458110)

SIC

Retail-Women's Clothing Stores (5621)

akta.pro primary industry

Luxury Consignment Boutiques (Online/Offline) (CRAKAKAE)

akta.pro secondary industries

Luxury & Designer Resale (CRAFAGAB), Pre-owned, Vintage & Resale Luxury (Multi-category) (CRAKAFAN)

Keywords

• Curated second-hand fashion
• Consignment resale marketplace
• Women's clothing resale
• Circular fashion retail
• AI-powered resale pricing

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices4 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. Commission on resale (40/60 split): Cirkulær acts as a consignment partner. Sellers receive 40% of the sale price; Cirkulær retains 60% to cover curation, photography, marketing, store operations, and customer support. For items sold at 5,995 NOK or more, the seller's share increases to 60%. Sellers can use their credit in-store for a 10% additional discount. Unsold items returned within 7 days after the 30-day sales window; otherwise donated or repurposed.
2. Retail sales — in-store and online: End customers purchase curated second-hand clothing, shoes, and accessories at marked-up prices. Payment accepted via Vipps, BankAxept, Visa, Mastercard, and Klarna (online). Revenue is generated per transaction at the point of sale.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Cirkulær runs an end-to-end managed consignment marketplace for curated second-hand women's fashion. Sellers deliver garments to any of Cirkulær's four Oslo/Bærum stores; Cirkulær prices each item using its proprietary AI model, photographs it, lists it in-store and online, and remits 40–60% of the sale price to the seller. Buyers shop the curated assortment of clothing, shoes, and accessories from over 200 brands across physical stores and a national Shopify e-commerce site.

Product overview

Cirkulær operates a curated second-hand fashion marketplace for women in Norway, combining four physical retail stores (Universitetsgata flagship, Hegdehaugsveien, Paleet, and Fornebu S) with an online store. The core offering is a consignment model where sellers bring items to be curated, priced using AI, photographed, and sold. Sellers receive 40% of sales (60% for items over 5,995 NOK) and can choose store credit with 10% bonus or bank transfer. The platform adds approximately 250 new items daily and features clothing, shoes, and accessories from over 200 selected brands including Ganni, By TiMo, Isabel Marant Etoile, and Samsøe Samsøe.

Differentiator

Problem solved

Functional benefit

Products and services

• Cirkulær Online Store National e-commerce storefront on cirkulaer.love (Shopify-powered) selling curated second-hand women's fashion to buyers across Norway, drawing inventory from all four Oslo/Bærum physical stores.
• Cirkulær Universitetsgata Store First and flagship Cirkulær physical store at Universitetsgata 24, Oslo, offering the most complete curated selection of coats, jackets, dresses, bags, and shoes from around 200 brands. Open Mon–Fri 11–19, Sat 11–18.
• Cirkulær Hegdehaugsveien Store Second Cirkulær physical store at Hegdehaugsveien 34 on Bogstadveien near Majorstuen, Oslo. Large, bright space with curated selection from known brands, seasonal trends, and high-quality items. Open Mon–Sat 10–18.
• Cirkulær Paleet Store Third Cirkulær physical store at Karl Johans gate 37 in Paleet shopping centre on Karl Johan, Oslo, curated for everyday pieces and statement items suitable for work and special occasions. Open Mon–Fri 10–20, Sat 10–18.
• Cirkulær Fornebu S Store Fourth Cirkulær physical store at Snarøyveien 55 in Fornebu S shopping centre, Bærum, curated with a broad selection from everyday to formal wear, extended opening hours, and convenient parking. Open Mon–Fri 10–20, Sat 9–18.
• Min Side Seller Portal Online portal for Cirkulær consignors to manage their resale relationship: account creation, consignment terms acceptance, booking of drop-off appointments at any of the four stores, real-time sales tracking, and payout requests. Login via email with one-time code.

Quantifiable outcome

• 250 new items added to stores daily
• +3 more outcomes

Named customers2 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

AI capability2 records

Feature2 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Dale of NorwaycoreStrategic or Co-development Partner · 4 September 2024Cirkulær partnered with heritage Norwegian knitwear brand Dale of Norway to open a vintage pop-up store concept in Oslo in September 2024. The collaboration was Dale of Norway's first vintage pop-up, testing a new re-commerce business model. Dale of Norway also collaborated with a fashion influencer on the pop-up. The partnership was covered in Handelswatch and Netthandel.no.
• Cirkulær Outdoor (franchise)coreChannel Partner/ Reseller/ Distributor · 24 June 2024Cirkulær Outdoor is a franchise of the Cirkulær concept operated by local entrepreneurs Camilla Novik Woje and Einar Michaelsen in Nusfjord, Lofoten. The store opened 24 June 2024, initially selling 25% of its inventory within days of opening. It adapts the Cirkulær second-hand model for an outdoor/adventure-oriented customer base.
• Tings (formerly Newcycle)minorStrategic or Co-development Partner · 4 August 2023Cirkulær co-founders met with the Tings (then Newcycle) team at their office on Vulkan in August 2023 to explore potential collaboration. Tings is a digital wardrobe management app that enables users to track, repair, and sell their clothing. Discussions focused on possible seller-to-platform synergies between the two circular fashion companies. No formal partnership announced as of the source material.

Scale indicators6 records

Recent moves12 records

Expansion highlights6 records

Market position

Competitive moat5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/cirkulaer.love
• Instagraminstagram.com/cirkulaer.love
• TikToktiktok.com/@cirkulaer.love
• LinkedInlinkedin.com/company/cirkul%C3%A6r-as

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Cirkulær