Mjuk operates a second-hand platform for used furniture and surplus stock. With the acquisition of Keepr, the company is taking over a network that includes several established Danish brands and expanding its presence in Europe.
The ambition is to build a marketplace that handles volumes from both private individuals and companies in one place.
Quality furniture deserves a longer life, but it is still a challenge to connect existing furniture with its next owner. Our ambition has always been to build Europe's largest platform for circular furniture and make reuse easy and scalable, says Max Heino, CEO and founder.
He further explains that the deal provides the merged business with the right conditions to grow internationally.
By joining forces with Keepr, we are expanding our network, adding new expertise to the team and strengthening our position in the European market. Together, we can build on our strengths in the Nordics and make furniture that has already had a life a natural first choice.
Swedish Company Appears Empty
In Sweden, e-commerce is now exclusively conducted through the Finnish parent company. A search of the company registers shows that Mjuk's Swedish-registered branch lacks information on both the board of directors and its history. The Swedish subsidiary is essentially completely inactive and has no personnel registered locally in Sweden.
Customer agreements on the Swedish website are also linked directly to the Finnish organization number.
However, the fact that the company appears empty is a deliberate move, according to CEO Max Heino. Earlier this year, he explained to Ehandel.se that this is due to an administrative restructuring carried out in 2024 to improve the efficiency and profitability of the business.
Operations were then fully centralized in Finland. But despite the subsidiary being put on hold, sales to Swedish customers have continued at full force through the parent company.
According to Max Heino, the company achieved its highest ever sales in Sweden last year, with growth of around 40 percent. For the entire Finnish group, turnover increased by 15 percent during the same period.
To enable the international expansion that has now become a reality through the acquisition of Keepr, Mjuk previously completed a financing round in which they raised 12 million Swedish krona in external capital.
Aiming for a European Billion-Dollar Market
Keepr will continue to maintain its brand in Denmark and Germany for the time being, while Mjuk will be the sender in other countries.
Kristine Rønde, co-founder of the acquired marketplace and now Growth Manager at Mjuk, highlights the benefits of a wider reach:
We have built Keepr on relationships with Denmark's leading design brands, but it is the scale that makes strong relationships truly impactful, says Kristine Rønde, adding:
With Mjuk, we can reach more buyers than on our own, give customers a wider range and offer our partners a faster and more reliable way to sell. The combined company's goal is to give all buyers access to the widest range of quality-controlled interior design products.