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MJUK, FINLAND



MJUK: Responsible consumption - a second life for furniture. Quality second-hand furniture for the prosperity of our planet


In 2019, in Helsinki, a bold company called Mjuk is being set up with a clear mission: to counter the over-consumption of new furniture, which is partly responsible for the depletion of natural resources and seasonal price inflation. Mjuk's aim is to make second-hand furniture more attractive, in line with the principles of the circular economy. Its CEO, Rickard Zilliacus, wants to shake up the furniture industry by imposing a new, practical, responsible and accessible way of selling and/or buying second-hand furniture with the best value for money.

In Europe today, furniture accounts for a major proportion of the waste deposited at waste collection centres, particularly office furniture, 90% of which is incinerated despite being in perfect condition. In a world where the linear economy reigns supreme, products are traditionally designed from raw materials, mass-produced, then sold in large quantities before ending their lives as waste. It has become clear that this traditional economic model, based on the unbridled use of natural resources, is reaching its limits at a time when the planet is already revealing the extent of its resources.

Faced with this alarming situation of waste, Mjuk is at the forefront in providing a concrete solution. In order to combine responsible consumption, quality and customer satisfaction, Mjuk offers to collect second-hand furniture, surpluses and returns of products that no longer fit into traditional sales channels, from private individuals and businesses. This approach eliminates the constraints associated with buying and selling second-hand furniture, thanks to a flexible collection and delivery service. Their all-in-one marketplace platform makes buying and selling quality second-hand furniture as simple as possible.

Susann, one of Mjuka's customers, shares her experience by describing the process of selling her chair. The site offers to collect the furniture for sale, asking for photos and an estimate of its condition, and then suggests a collection date. After a rigorous quality assessment and meticulous cleaning process, the items are put up for sale with an assessment of their condition and an estimated price. Susann's chair was purchased less than a month after it was posted online, albeit at a lower price than advertised. The chair was delivered directly to the buyer. Susann stresses with conviction that, for her, the fundamental aspect is to use her chair elsewhere, rather than contributing to the growing accumulation of waste, while expressing her relief at not having to manage the whole process.

Mjuk aims to change people's mindsets and revolutionise the way society perceives the purchase of second-hand furniture, which is often associated with uncertain payments, long waiting times and complex, cumbersome transport. With its services and turnover doubling every year, Mjuk is proving that it is possible to make buying and selling second-hand simple, secure and attractive.

This new approach to the economy, which is gradually taking shape across Europe, is attracting the interest of a number of other European start-ups keen to support this emerging trend. Mjuk embodies this new era, combining contemporary, high-quality design with the fundamental principles of the circular economy, including sustainability. The ultimate goal is to make this responsible approach based on the circular economy the new standard.

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