The combined company creates a Nordic powerhouse for second-hand design, offering over 10,000 items from 350 brands and serving customers in Finland, Sweden, Denmark, and Germany—with a clear path to broader European expansion.
HELSINKI — 2 October, 2026 — Finnish furniture resale platform Mjuk has acquired KEEPR, a Danish marketplace for pre-owned furniture and interiors. The acquisition positions the combined company as the leading Nordic platform for second-hand design, with a curated selection of more than 10,000 items and 350 brands. With KEEPR now part of the group, Mjuk serves customers in Finland, Sweden, Denmark, and Germany, building the scale required to expand into new European markets.
Founded in Helsinki in 2019, Mjuk operates a full-service marketplace for second-hand and overstock furniture, sourcing from consumers, retailers, and designer brands. Since its launch, the company has given nearly 100,000 items a second life. KEEPR has established a strong position in Denmark and Germany, along with deep relationships with leading design brands including GUBI, Fredericia, Nuura, FRAMA, and New Works. The acquisition brings more than 60 new brands to Mjuk, making quality designer furniture more accessible to customers across Finland, Sweden, and Europe.
A €42.6 Billion Market Ripe for Disruption
Furniture resale is now a €42.6 billion market in Europe and is forecast to grow at approximately 5% annually (Market Data Forecast). Europe is further along in this shift than any other region, yet furniture remains largely underdeveloped compared to categories like fashion, where buying from resale platforms has become mainstream. The momentum for circular platforms is strong, and Mjuk’s mission is to bring the same transformation to furniture.
Today, buying second-hand furniture typically means navigating local classifieds, single-brand resale programs, and country-specific marketplaces—with no single platform offering the selection, trust, and logistics that buyers expect when purchasing new. Mjuk is positioned to close that gap at a scale no other company in the market currently matches. Every item on Mjuk is either quality-checked and cleaned or sourced directly from vetted partners, so buyers can shop second-hand with the same confidence as buying new.
“Quality furniture deserves a longer life, but connecting existing products with their next owner remains a challenge. Our ambition has always been to build the biggest European provider for circular furniture—and to make it easy and scalable,” says Max Heino, co-founder and CEO of Mjuk. “Joining forces with KEEPR expands our network, brings new expertise to the team, and allows us to establish a stronger foothold in the European market. Together, we can build on our strengths across the Nordics and make choosing furniture with a previous life a natural first choice.”
The two companies bring complementary capabilities to support Mjuk’s growth. Mjuk combines consumer supply and brand partnerships with proven expertise in physical handling and resale. KEEPR adds close relationships with designer brands and a model built to scale. Together, they form a flexible foundation for expanding across Europe and handling a broader range of supply.
Going forward, the combined company will operate under the Mjuk brand across its markets in Finland, Sweden, and Europe. The KEEPR brand will be retained in Denmark and Germany for the time being.
“We built KEEPR on relationships with Denmark’s best design brands, but scale is what turns great relationships into real impact,” says Kristine Rønde, co-founder of KEEPR and now Chief Growth Officer of Mjuk. “With Mjuk, we can reach far more buyers than we could on our own, giving buyers a wider selection and partners a faster, more reliable way to sell. The goal of the combined company is to give all buyers access to the widest selection of quality-checked interior products. Together, we can define what a leading Nordic circular platform looks like.”
About Mjuk
Founded in Helsinki in 2019, Mjuk is a full-service marketplace that simplifies buying and selling second-hand and overstock furniture. Sourcing from both consumers and brands, Mjuk gives furniture a second life and makes circular buying and selling easier. The company operates in Finland, Sweden, Denmark, and Germany, with an international online store serving customers across Europe. For more information, visit mjuk.com.
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