Mai

What Mai does

Mai, operating under the legal name Second Hand Helper AB, is a Stockholm-based, mobile-first resale platform for premium second-hand clothing that runs a seller concierge model. Sellers photograph their garments, and Mai handles the rest of the workflow: item-data extraction, pricing, listing creation, multi-platform publishing, buyer communication, and shipping, with the company supplying a shipping bag to the seller. The platform exposes inventory simultaneously across Mai Shop and external channels including Tradera, Vestiaire Collective, Grailed, Vinted, Google Shopping, and Instagram/Facebook Shopping, so a single uploaded item reaches demand pools the seller could not access individually.

The product stack is built around three automation layers: image enhancement and normalization, automatic extraction of item attributes and care-label data from photographs, and an AI-driven valuation engine that prices items against comparable sales. A standalone top-of-funnel tool, Snabbvärderare (Quick Valuator), lets users price a single garment from one photo before committing to the full concierge flow. The seller-side iOS app and the Trusted Seller program round out the workflow and retention layer.

Mai's revenue model is a 20% commission on seller profit, with a 50 SEK floor and 500 SEK ceiling per item and sellers retaining the remaining 80%. The company's stated scale metrics are 20,000+ active sellers, 90,000+ items listed, a 70% sell-through within 30 days against a stated 10% Swedish benchmark, a 4.8/5 buyer rating, and a 4.7/5 seller rating. Commercial relationships with Filippa K, Blankens, and EYTYS — including 100% gift-card promotional mechanics — anchor the premium-resale positioning. No funding, revenue, or headcount figures independent of the aggregated source have been disclosed beyond the figures cited above.

Name

Mai

Legal name

Second Hand Helper AB

Website

https://maiapp.se

Company type

Private

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Mai is a Stockholm-based mobile-first resale platform that runs a concierge service for premium second-hand clothing, handling listing, pricing, multi-platform publishing, and shipping on behalf of individual sellers across marketplaces including Tradera, Vinted, Vestiaire Collective, and Grailed.

Ownership category

akta.pro rank

Product category

Second-hand Premium Fashion Resale

NAICS

Clothing and Clothing Accessories Retailers (458110)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Luxury & Designer Resale (CRAFAGAB)

akta.pro secondary industries

Apparel, Footwear & Accessories Resale (CRAFAGAA), Off-Price Luxury / Designer Resale & Discount Boutiques (CRAEABAE)

Keywords

• Second-hand fashion resale
• Premium clothing marketplace
• Consignment resale platform
• Circular fashion resale
• Multi-channel listing service

Headquarters

HQ city

Sweden

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Commission on Sales: Mai takes 20% commission on the profit (after platform listing fees) when an item is sold. Commission is capped at minimum 50kr and maximum 500kr per item. Sellers receive 80% of the final sale price after platform fees are deducted.

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels5 records

Core offering

Mai is a concierge second-hand premium fashion resale platform where individual sellers photograph their clothing items and Mai handles the entire downstream sales process, including AI-driven listing creation, price suggestion, multi-channel publishing across its own shop and external marketplaces, buyer communication and negotiation, and shipping logistics via prepaid QR-coded bags. Sellers keep 80% of the profit after a 20% commission (capped between 50kr and 500kr per item), and items remain in the seller's home until a buyer is confirmed.

Product overview

Mai operates as a concierge second-hand fashion resale platform with a unified portfolio consisting of three interconnected offerings: the Mai Sell Platform (web-based listing and sales management), Mai Shop (consumer marketplace), and the Mai iOS App (mobile seller interface). The Snabbvärderare (Quick Valuator) tool is embedded across platforms to attract and convert sellers with instant value estimates. All channels share a multi-platform listing engine that publishes to Tradera, Vestiaire Collective, Grailed, Vinted, Google Shopping, Instagram Shopping, and Facebook Shopping. Sellers retain 80% of profits after platform commission, while buyers access a curated selection of Scandinavian premium fashion brands through the unified Mai Shop.

Differentiator

Problem solved

Functional benefit

Products and services

• Mai Sell Platform A web-based concierge resale service for individual sellers of premium second-hand clothing: users photograph items, Mai's AI auto-generates the listing (image enhancement plus care-label data extraction), suggests a price, publishes the item to multiple marketplaces, handles buyer communication and ships via prepaid Mai bags. Sellers keep 80% of the profit.
• Mai Shop A curated consumer-facing e-commerce storefront where buyers purchase authenticated pre-owned premium Scandinavian fashion aggregated from Mai's seller network, including items surfaced from partner marketplaces such as Tradera, Vestiaire Collective, Grailed and Vinted.
• Mai iOS App Mobile application for iOS devices that lets individual sellers photograph clothing items, generate AI-enhanced listings with auto-extracted tag information, manage active listings, and receive sale notifications on the go.

Quantifiable outcome

• 70% sell-through rate within 30 days (vs 10% Swedish average)
• +2 more outcomes

Named customers5 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

AI capability3 records

Feature3 records

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Vinted: Vinted is Europe's largest C2C second-hand fashion marketplace, headquartered in Europe and the platform where Mai itself distributes listings. Comparable marketplace model targeting apparel resale with consumer-to-consumer transactions.
• Grailed: Grailed is a curated menswear and designer resale platform where Mai publishes international listings. Direct distribution partner and competitor in the premium/branded apparel resale space.
• Sellpy: Sellpy is H&M-owned and operates a near-identical concierge second-hand resale model in Sweden/Nordics: sellers send in items, Sellpy handles photography, listing, pricing, and shipping. Direct competitor on product, customer, model, and geography.
• Tradera: Sweden's leading online auction and marketplace where Mai lists items for sale. Domestic peer marketplace in the same geography, partly channel partner and partly competitor for second-hand buyer traffic.
• The RealReal: The RealReal is the largest US luxury consignment reseller with authenticated, curated inventory. Mirrors Mai's premium-pre-owned positioning and consignment-style commission model.
• Poshmark: Poshmark (Naver-owned) is a leading social-commerce resale marketplace for apparel and accessories. Comparable C2C marketplace with multi-channel seller tools and category overlap.
• Vestiaire Collective: Global luxury and premium fashion resale marketplace where Mai publishes listings to access international buyers. Direct channel partner and category competitor in luxury/premium resale.
• Depop: Depop (Etsy-owned) is a peer-to-peer fashion resale marketplace popular with younger demographics. Comparable marketplace model in secondhand apparel with overlap in target sellers.

Broad incumbents

• Etsy: Etsy is a broad handmade and vintage goods marketplace that owns Depop and has been expanding into secondhand fashion. Wider portfolio but overlapping secondhand apparel discovery and seller base.
• ThredUp: ThredUp is a US-based online consignment and thrift platform with broader mid-market positioning and its own resale-as-a-service (RaaS) infrastructure for brands. Overlapping apparel resale category with broader operational footprint.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/maifashion

Revenue estimate

Valuation estimate

Number of profiles

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 Mai