A modern new home for 200,000 users

Bought Oy has purchased the discontinued marketplace Netflea.com. Founded in 2014, the platform had over 200,000 users across 13 European markets. At its peak, the company generated up to 3 million euros in annual revenue. The brand operated under Vähänkäytetty.fi in its local market, Finland.

“Netflea.com has been a significant player in the European secondhand market. We want to offer its 200,000 users a new Nordic alternative to continue seamless secondhand buying and selling,” says Erik Kymäläinen, CEO and co-founder of Bought.

The operations of Netflea.com were shut down earlier this year by the parent company’s bankruptcy estate. Bought does not plan to relaunch the marketplace but will offer its users the opportunity to automatically transfer their purchase and sales history to the new Bought app.

“Many of the clothes bought from Netflea.com are once again sitting in IKEA bags waiting for their next owners. By bringing users’ purchase history to Bought, users can automatically list their items for resale. Items still in use can be stored in their profile’s virtual closet,” Kymäläinen explains.

In March 2025, Bought Oy launched its new secondhand marketplace and announced the acquisition of the Finnish secondhand marketplace Zadaa, making this the company’s second competitor acquisition this year.

Aiming to make resale a part of everyday routine

Bought’s mission is to streamline peer-to-peer buying and selling by leveraging automation and artificial intelligence. The app lowers the threshold for users to start reselling by automatically creating ready-to-publish listings derived from online shopping receipts or photos.

“Only 5% of items suitable for resale make it to the secondhand market. We believe this is because, for most of us, reselling is still not part of our everyday consumption routine. At Bought, we aim to systematically eliminate the barriers to reselling and by doing so, unlock a selection that cannot be found on other platforms,” says Kymäläinen.

On Bought, users can buy and sell items such as clothing, electronics, and household goods. The free app is available for iOS and Android devices.

Contact details

Erik Kymäläinen

CEO & co-founder, Bought

erik@bought.app

+358 44 090 5977