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Can merging secondhand players unite a fragmented re-sale furniture market?

Danish resale company KEEPR has merged with Finnish circular furniture platform Mjuk, aiming to become the largest secondhand design platform in the Nordics and to accelerate scaling across Europe.

Nordic Startup News desk Based on reporting by Bootstrapping · Single-source report
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KEEPR, led by Emma Lindroth and Kristine Rønde, has merged with the Finnish circular furniture platform Mjuk. The two companies said the strategic merger is intended to create a stronger, unified platform for secondhand design across the Nordic region.

The combined entity plans to scale further into Europe and will operate in Denmark, Germany, Finland and Sweden from October 2026. The leaders intend the merger to provide a more robust foundation for growth and to better serve the expanding market for sustainable and secondhand furniture.

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Can merging secondhand players unite a fragmented re-sale furniture market?

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