Estonian e-commerce startup Yaga raises €4M to expand second-hand fashion marketplace

Yaga, a Tallinn-based online marketplace for second-hand fashion, has raised €4 million in a pre-Series A round led by Specialist VC, with participation from H&M Group, Trind Ventures, Startup Wise Guys, and several angel investors, Tech.eu reports.

About Yaga 

• Yaga is an online marketplace for buying and selling secondhand fashion, operating in South Africa and Estonia. Founded in 2019 by Aune Aunapuu, Tallinn, Yaga expanded to South Africa in 2020, where it has become a leading platform for person-to-person resale of clothing and accessories. 

• The company currently has over one million users and facilitates more than 100,000 transactions per month.Yaga aims to make fashion consumption more sustainable by promoting reuse and extending the life cycle of clothing. Focused on emerging markets, the company plans to expand its presence in Africa, including in Kenya and Nigeria. 

Investment details

The round led by Specialist VC, with participation from H&M Group, Trind Ventures, Startup Wise Guys, and several angel investors, Tech.eu reports.

• Specialist VC is a venture capital fund supporting forward-thinking founders from Estonia, Latvia, Lithuania, Finland, and Ukraine. Specialist VC mainly invests in sectors such as B2B, SaaS, fintech, platforms, software enabled hardware, and deep tech.

The new funding will support expansion opportunities in the Middle East and North Africa, team growth, and the development of existing markets.

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