Tallinn-based Yaga, a fast-growing on-line market for secondhand vogue, has raised €4 million in a pre-Sequence A funding spherical to discover alternatives within the Center East and North Africa – bringing complete funding to €7.2 million.

The spherical was led by Specialist VC, with participation from H&M Group, Trind Ventures, StartupWiseguys, and a gaggle of angel traders.

“Secondhand vogue is not a distinct segment – it’s changing into the primary selection for hundreds of thousands of people that need each affordability and sustainability,” stated Aune Aunapuu, CEO and Founding father of Yaga.

The pre-Sequence A spherical for Yaga takes place amid a small however notable upswing in funding throughout Europe’s second-hand and round vogue sectors.

In France, Faume secured €8 million in April 2025 to develop its brand-partner resale platform and introduce AI-driven dynamic pricing instruments. In the meantime, Austria-based Minimist raised €350k in January 2025 to develop machine-learning software program that helps second-hand sellers digitise and handle their inventories extra effectively.

Since no different Estonian resale startups have been reported this yr, Yaga’s new funding highlights its regional management and displays a wider European sample: investor consideration is spreading from luxury-focused recommerce platforms to instruments and marketplaces supporting mainstream second-hand adoption.

EU-Startups beforehand featured Yaga in its November 2022 article, which detailed the corporate’s €2.2 million elevate to develop its social e-commerce mannequin into rising markets, highlighting its robust traction in South Africa and its give attention to sustainable resale development.

“Our development in South Africa proves that this can be a international motion, not restricted to Europe or the US. With this funding, we are going to discover new growth alternatives as we proceed to construct the sustainable vogue market of the long run,” added Aunapuu.

Based in 2017, Yaga is a social e-commerce firm that makes it straightforward for folks to purchase and promote second-hand vogue. Based in Estonia, Yaga has grown the market-leading resale platform in South Africa and is increasing throughout new markets, with over 12 million visits every month.

In accordance with the corporate, resale platforms are not area of interest – they’re changing into mainstream procuring locations. The worldwide second-hand attire market grew by about 15% in 2024, reaching $227 billion, and is forecast to achieve $367 billion by 2029.

Over latest years, Yaga has doubled in dimension yearly, reaching a €50 million+ GMV run charge. The corporate is now worthwhile and has achieved this scale with a 25-person group and €3.2 million raised previous to this spherical, exhibiting the effectivity of its mannequin alongside robust market demand.

Yaga has constructed a very robust presence in South Africa, the place it has turn into the main on-line vogue resale platform. Globally, sellers have earned greater than €80 million so far, and greater than 6 million gadgets have discovered new house owners, extending their life and lowering textile waste.

“We strongly consider within the group behind Yaga, which has clearly proven capabilities to scale its market for preloved vogue – one of many fastest-growing enterprise sectors throughout the vogue business,” stated Nanna Andersen, Managing Director of H&M Group’s enterprise space New Progress & Ventures. “Their presence on the African continent can also be a robust complement to H&M Group’s present secondhand initiatives in different elements of the world.”

Yaga’s platform is designed to be protected and user-friendly, providing an escrow-based cost system and localised logistics to guard consumers and sellers. Objects are usually 50-80% cheaper than new, making vogue extra accessible whereas serving to cut back the business’s environmental footprint.

With the brand new funding, Yaga is exploring growth alternatives primarily within the Center East and North Africa area. The funding will even help additional group development and the event of present markets.