Finnish furniture resale platform Mjuk has acquired KEEPR, a Danish marketplace for pre-owned furniture and interiors. The combined company becomes the leading Nordic platform for second hand design, with a selection of over 10,000 items and 350 brands. With KEEPR, Mjuk now serves customers in Finland, Sweden, Denmark and Germany, building the scale 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, Mjuk has given almost 100,000 items a second life. KEEPR has built a strong position in Denmark and Germany, as well as relationships with established 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 in Finland, Sweden and across Europe. 

Furniture resale is now a €42.6 billion market in Europe and is forecast to grow at around 5% a year (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 in recent years. The momentum for circular platforms is strong, and Mjuk's mission is to bring the same shift to furniture.

Today, buying second-hand furniture usually means searching across local classifieds, single-brand resale programmes and country-specific marketplaces, with no single platform offering the selection, trust and logistics that buyers expect when buying new. That gap is exactly what Mjuk is positioned to close, 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 make it easy and scalable. 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,” says Max Heino, co-founder and CEO of Mjuk. 

The 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. 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,” says Kristine Rønde, co-founder of KEEPR and now a Chief of Growth of Mjuk.

‍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.