About Emmy
The fashion resale landscape in Finland changed significantly in 2015 when Emmy created the country's first fully managed second-hand clothing service. Unlike peer-to-peer platforms, Emmy developed a comprehensive system where sellers could simply send in their unwanted quality garments without needing to photograph, list, or manage the sales process themselves.
Emmy's innovative approach addressed key barriers in clothing resale—the time commitment required from sellers and inconsistent quality control for buyers. By implementing professional photography, condition assessment, storage, and customer service, the company transformed second-hand shopping into a curated retail experience rather than a treasure hunt. This systematized approach to circular fashion resonated particularly well with the practical Nordic mindset.
The company has significantly expanded its operations while maintaining its headquarters in Helsinki, partnering with major Finnish retailers to place collection points in shopping centers and department stores. Emmy represents a distinctly Nordic interpretation of the circular economy—emphasizing efficiency, transparency, and professional systems rather than the more socially-oriented approaches seen in peer-to-peer platforms. This model has proven especially effective for premium and designer brands, creating a sustainable fashion ecosystem that extends the lifecycle of quality garments.
Emmy's innovative approach addressed key barriers in clothing resale—the time commitment required from sellers and inconsistent quality control for buyers. By implementing professional photography, condition assessment, storage, and customer service, the company transformed second-hand shopping into a curated retail experience rather than a treasure hunt. This systematized approach to circular fashion resonated particularly well with the practical Nordic mindset.
The company has significantly expanded its operations while maintaining its headquarters in Helsinki, partnering with major Finnish retailers to place collection points in shopping centers and department stores. Emmy represents a distinctly Nordic interpretation of the circular economy—emphasizing efficiency, transparency, and professional systems rather than the more socially-oriented approaches seen in peer-to-peer platforms. This model has proven especially effective for premium and designer brands, creating a sustainable fashion ecosystem that extends the lifecycle of quality garments.
Ownership & Tax Information
| Company Headquarters | 🇫🇮 Finland |
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