Estonian secondhand fashion specialist Yaga secures €4 million pre-Series A funding round
Tallinn-based Yaga, an online marketplace for secondhand fashion, has raised €4 million in a pre-Series A funding round, bringing total funding to €7.2 million.
The round was led by Specialist VC, with support from H&M Group Ventures, Trind Ventures, Startup Wise Guys, and a group of angel investors.
In a LinkedIn post, Aune Aunapuu, Founder and CEO at Yaga, said: “I’m deeply grateful to everyone who sees the long-term value in what we’re building. I once thought a marketplace was “just a website.” It wasn’t. It’s been tough calls, ruthless prioritisation, and building an organisation. We’ve come a long way: 25-person team, €50 million+ GMV run-rate, profitable, and backed by an incredible community of supporters.”
She added: “This funding helps us explore expansion opportunities in Africa amd MENA and keep making circular fashion more accessible - and more fun. Grateful to the Yaga team and our community for getting us here. Special shoutout to Karl Erik Kotkas - once again proving why building with a co-founder matters.”
“Secondhand isn’t an alternative or niche anymore; it’s the better choice: better for your wallet, the planet, and the community. Onward.”
2025 RTIH INNOVATION AWARDS
Online marketplaces were a key focus area at the 2025 RTIH Innovation Awards.
We received a record number of entries and many fantastic examples of the continued resilience and dynamism of the retail space during hugely challenging times.
For a full rundown of all of the shortlisted entries, click here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC in Central London on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
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