Credits: Unsplash. While Vinted currently dominates the European second-hand fashion market, a Finnish player is poised to challenge its supremacy. The Helsinki-based company, Bought, has launched an app of the same name designed to simplify the sale of second-hand clothing and other items for consumers. “Superfast second hand” In 2025, the Finnish start-up acquired the resale platform Zadaa, an app that was highly popular in Northern Europe at the time. It invited Zadaa users to transfer their profiles to Bought. This acquisition enabled the company to gain 500,000 users, according to figures from media outlet Arctic Startup. It also allowed Bought to offer its appealing service to a wider community, enabling users to list their second-hand items for sale as easily as when they bought them new in-store. Specifically, the Bought app is a peer-to-peer platform for buying and selling second-hand items, similar to Vinted. It stands out, however, for its direct and straightforward approach to fashion resale. By importing their purchase history, users automatically have ready-to-publish sales listings at their disposal. The app also allows for the manual creation of a product page by simply uploading a photo. This automation makes the selling process simpler and significantly faster. This is an aspect the company highlights on its Apple Store page, titled “Superfast second hand”. With this approach, Bought is capitalising on new consumer behaviours. Fashion purchases are now also driven by the resale potential of the items themselves. Here, second-hand is fully integrated into a consumption model and the…
