Mjuk

Mjuk, a Helsinki-based enterprise founded in 2019, operates as a comprehensive online marketplace for pre-owned, high-quality furniture and interior decor items across the Nordic region. The company was established by Rickard Zilliacus, Max Heino, and Thomas Gripenberg. The founding team's background combines diverse expertise; Zilliacus has experience in investment banking, Heino comes from a background in technology and software development, and Gripenberg's expertise lies in logistics. This blend of skills directly addresses the core challenges of the second-hand furniture market: valuation, technology-driven commerce, and complex logistics.

The business model centers on a full-service re-commerce solution that simplifies the process of selling used furniture for both private individuals and businesses. Mjuk manages the entire lifecycle of a sale, which includes picking up the items, performing quality checks and professional cleaning, photographing the products, handling storage, and managing the final sale and delivery to the buyer. This end-to-end service provides a hassle-free experience for sellers, who might otherwise be deterred by the effort required to sell bulky items.

For buyers, Mjuk offers a curated and trustworthy platform to purchase second-hand designer and brand-name furniture at significant discounts. The company's inventory also includes items from brand partners, such as showroom pieces, items used in photoshoots, and customer returns, further broadening its selection of high-quality goods. Revenue is generated through a commission-based model, where Mjuk takes a percentage of the final sale price of the items sold through its platform. This aligns the company's success with the value it provides to its sellers, creating a mutually beneficial relationship.

Keywords: circular economy, re-commerce, second-hand furniture, online marketplace, sustainable furnishing, Nordic design, home decor, logistics service, consignment, furniture resale