Mjuk buys Danish rival Keepr to become Nordics' largest used-furniture platform
What's the deal? Finnish startup MjukDealroom has a profile for this one. Try Dealroom → has acquired Danish competitor KeeprDealroom has a profile for this one. Try Dealroom → in an all-share deal, becoming the Nordic region's largest second-hand platform for furniture. Terms were undisclosed. Keepr founders Kristine Rønde and Emma Lindroth stay on as shareholders, with Rønde as chief growth officer and Lindroth as sales director.
What's the endgame? Keepr specialised in surplus and second-quality furniture from well-known design brands, adding 60 new brands to Mjuk's lineup. "When we combine, we become the Nordic market leader in used design furniture," Rønde said, pointing to Keepr's strong ties with Danish brands.
By the numbers: Mjuk, founded in 2019, posted €3.7 million in revenue last year — up 15% — with a roughly €300,000 loss. Keepr, founded in 2021, reported around €750,000 in revenue, growing 55–60% annually. Combined 2026 revenue is expected to reach €5.4–5.5 million, chief executive officer Max Heino said.
Why now? Heino first met Lindroth and Rønde in 2024 at the TechBBQ startup event in Copenhagen. "At the start of this year we concluded that combining the companies would make real sense," he said.
What's the endgame, geographically? Mjuk has operated mainly in Finland and Sweden; Keepr in Denmark and Germany. The combined company wants to strengthen its position across Europe, which requires a logistics centre in mainland Europe. A funding round to finance it is planned for next year.
What could go wrong? Online furniture resale is fundamentally a logistics challenge. Heino admits Mjuk made "the same basic mistake as many startups": scaling too early, tripling the business in three to four months before the machinery began to falter in late 2022. Reaching profitability is the top goal for the year ahead.
The signal: Second-hand e-commerce is going mainstream, already dominant in clothing and small electronics. By consolidating two niche platforms, Mjuk is betting that furniture is next — if the logistics can be solved. Keepr's founders were drawn above all to Mjuk's success handling thousands of individual items at its Finnish warehouse.
Read more: kauppalehti.fi
Image credit: Generated with Gemini
