Deesup

Deesup operates as a technology facilitator for the resale of high-end furniture, providing a "Resale as a Service" solution for brands. The company was founded in Milan in 2017 by Valentina Cerolini and Daniele Ena. The inspiration for the business came from the founders' personal experience of trying to sell high-quality furniture from a new home, only to find existing online channels inadequate for showcasing the items' true value. This led to the creation of Italy's first curated marketplace for pre-owned, high-end design pieces.

The founders' backgrounds are complementary to the business. Valentina Cerolini, the CEO, has a degree from Bocconi University and an international MBA from IE Business School, with over a decade of experience in e-commerce and business development, including roles at Groupon and in the banking sector in Milan and London. Daniele Ena, the COO, also a Bocconi alumnus, brings experience from his time at the Italian energy company, Eni. Their shared passion for design and sustainability drives the company's mission.

Deesup began as a curated marketplace for private sellers and has evolved to also serve furniture brands and retailers directly. The business model centers on two main client groups: individuals looking to buy or sell iconic second-hand furniture and brands seeking to manage unsold inventory and overstock. For consumers, Deesup offers a vetted selection of authentic designer furniture, lamps, and accessories, with options for direct purchase or negotiation with the seller. For brands, it provides a channel to reach new customers, foster loyalty, and convert excess stock into revenue, extending the product lifecycle. The company facilitates the entire process, including logistics, pick-up, and shipping between sellers and buyers across Europe.

Initially launched through the LUISS EnLabs acceleration program, Deesup has secured several rounds of funding. This includes a €300K round in 2019 and a larger €1.4 million round in 2021, with investors such as LVenture Group and Club degli Investitori. These funds are aimed at accelerating international growth and consolidating its presence in key European markets like Italy, Germany, France, and the Benelux region. The company's commitment to sustainability is formalized in its "Manifesto for the Planet," outlining goals to become a benefit company, reduce environmental impact through carbon-neutral deliveries, and educate consumers on circular economy principles.

Keywords: furniture resale, high-end design, Resale as a Service, RaaS, circular economy, curated marketplace, pre-owned furniture, sustainable furniture, luxury design resale, Italian design, designer furniture, furniture overstock, resale channel, product lifecycle extension, Valentina Cerolini, Daniele Ena, e-commerce furniture, design lovers, authentic design, second-hand luxury, furniture marketplace, interior design, home furnishings, sustainable consumption, vintage design