Mjuk + KEEPR: The biggest furniture marketplace in the Nordics

BIG news from Mjuk. Actually, the biggest.

We’re joining forces with Danish circular interiors platform KEEPR, bringing two Nordic teams, two brands and a whole lot of great furniture together.

As a result, Mjuk is now the biggest platform for circular furniture in the Nordics, with more than 10,000 unique products from 350+ brands across Finland, Sweden, Denmark and Germany.

So, what’s happening?

If you’ve been around Mjuk for a while, you know what we’re trying to do: make it easier to find great furniture that already exists, whether it’s second hand, overstock, returns, showroom pieces or something that simply deserves a new home.

KEEPR has been building towards something very similar in Denmark and Germany, with a strong focus on overstock and relationships with some of the most exciting design brands in the Nordics.

By joining forces, we get to bring these strengths together.

KEEPR adds 60+ brands to the mix, including names like GUBI, Nuura, Montana and New Works to mention a few. Mjuk brings its growing customer base, circular infrastructure and full-service marketplace, making buying and selling furniture as easy as it should be.

Two brands, one bigger ambition

For now, Mjuk and KEEPR will continue as distinct brands in their respective markets.

At the same time, we’ll be working together towards something bigger: building Europe’s leading platform for circular furniture.

The second-hand market is already huge, especially in categories like fashion. Furniture is a much smaller part of that market today, but there’s a lot of potential. More people are looking for second-hand and circular options, while brands and retailers are looking for better ways to give overstock, showroom pieces and returns a new home.

That’s the opportunity we see: bringing more great furniture into the circular economy, and making it easier for more people to choose it.

Meet the people behind the next chapter

Kristine Rønde and Emma Lindroth, the co-founders of KEEPR, are joining Mjuk. Together with Max Heino, Mjuk’s co-founder, they’ll lead the next chapter of Mjuk alongside the talented teams behind both companies.

Because this isn’t just about combining inventories, brands or markets. It’s about bringing together people who believe in the same thing: quality furniture deserves a second chance.

Since Mjuk launched in Helsinki in 2019, we’ve found new homes for almost 100,000 pieces of furniture. KEEPR has built strong relationships with design brands and helped find new homes for great furniture that’s too good to be stuck in a warehouse.

Now we get to do more of that together.

More good furniture. Less going to waste.

There’s a lot ahead. More design to discover. More overstock to rescue. More cleaned second-hand pieces finding new homes. More brands to work with. And, hopefully, many more reasons for people to look at what already exists before buying something new.

We’re incredibly excited to welcome Emma, Kristine and the whole KEEPR team to Mjuk.

This is a big step for Mjuk. And we have a feeling there’s a lot of good stuff ahead.

Go see for yourself! Check out the new selection.