While Vinted currently dominates the European second-hand fashion market, a Finnish player is poised to challenge that dominance. Helsinki-based company Bought has launched an app of the same name. This is intended to simplify the sale of second-hand clothing and other items for consumers.
‘Super fast second-hand sale’
In 2025, the Finnish start-up took over the resale platform Zadaa, an app that was very popular in Northern Europe at the time. It asked Zadaa users to transfer their profiles to Bought. Through this acquisition, the company gained 500,000 users, according to figures from media company Arctic Startup. This also enabled Bought to offer its attractive service to a wider community. Users can offer their second-hand items for sale as easily as they bought them new in the store.
Specifically, the Bought app is a peer-to-peer platform for buying and selling second-hand items, similar to Vinted. What sets it apart, however, is its direct and straightforward approach to fashion reselling. By importing their purchase history, users automatically have ready-to-publish sales ads available. The app also allows you to manually create a product page by simply uploading a photo. This automation makes the sales process easier and significantly faster. The company highlights this aspect on its Apple Store page entitled ‘Super-fast second-hand sales’.
With this approach, Bought benefits from new consumer behavior. Fashion purchases today are also influenced by the resale potential of the items themselves. Here, second hand is fully integrated into a consumption model and the concept of the circular economy is consistently implemented.
As far as the complex shipping process is concerned, sellers have the option of using the Wolt courier service. “You can forget about packaging and shipping: a courier service will collect the sold items directly from your home, as they are,” promises Bought on its website.
Who is behind Bought Oy?
Bought Oy is currently best known in Scandinavia, but is expanding rapidly. The company, founded in 2025, raised 1.4 million euros from Lifeline Ventures with the participation of Wave Ventures. It also acquired Netflea, a now-defunct online sales platform. According to the media company Tech.eu, Netflea generated annual sales of up to three million euros. Recently, the startup acquired luxury rental platform Robes Rental, its third acquisition in 2025.
According to Erik Kymäläinen, one of the company’s co-founders, Bought has two main goals. The first is “to make resale so easy that we can put the missing two trillion euros back into circulation.” The second is to “ultimately redefine the concept of consumption by making resale value something we always consider.” “This encourages retailers to only sell products that are designed to last,” he said in a post on his LinkedIn account.
Bought is still in its early stages. However, the business model is based on AI-powered tools. This gives the company an advantage over its competitors and is already convincing investors.
With over 40,000 users, the company says it plans to “expand soon to Lithuania, Sweden, Denmark, Germany and France” to FashionUnited.
This article was created using digital tools translated.
FashionUnited uses artificial intelligence to speed up the translation of articles and improve the end result. They help us to make FashionUnited’s international reporting quickly and comprehensively accessible to a German-speaking readership. Articles translated using AI-based tools are proofread and carefully edited by our editors before they are published. If you have any questions or comments, please email [email protected]