Ninyes named a circular-economy pioneer by Germany's leading fashion trade title

TextilWirtschaft, Germany's leading fashion trade publication, has named ten "Grüne Gamechanger" — one innovator for each stage of the textile circular economy, from fibre research through to recycling. Ninyes was chosen as the pioneer for resale.

Ninyes works in branded resale, helping fashion brands make secondhand a part of their own business rather than something that happens elsewhere. Customers can sell their old items back to the brands they bought them from, and buy secondhand pieces through the same brands' online and physical stores. The market is moving quickly: in Germany, commercial re-commerce grew by 21.8 per cent in 2025 to just under two billion euros, while online retail as a whole grew by 3.2 per cent (bevh/EHI, January 2026). Branded resale specifically, brands running secondhand under their own name, as Ninyes enables, grew by 300 per cent between 2021 and 2025 (Business of Fashion/McKinsey, The State of Fashion 2026).

The regulatory backdrop matters well beyond fashion. From 19 July 2026, the EU's Ecodesign for Sustainable Products Regulation (ESPR) bans the destruction of unsold clothing, footwear and accessories across the Union; an early example of a broader shift in which goods companies once wrote off must now find another route. Resale is the route that also earns money.

For consumers, the appeal is that it asks almost nothing of them: pack the items, ship them, and receive compensation within one to two weeks. No photographing, no listing, no dealing with buyers, no trips to the post office for every individual sale. Everything after the parcel arrives is handled for them.

Mikko Siukosaari, co-founder of Ninyes: "If we want brands to become more circular, circularity has to be a good business for them. Resale is becoming economically unavoidable, and the companies that build the infrastructure now will have a structural advantage over those that don't."

About Ninyes
Founded in Helsinki in 2021 by Mikko Siukosaari and CEO Elina Niinistö, Ninyes provides resale as a service to European fashion brands, with its mainland European base at Bikini Berlin. The company has been recognised by the eBay Circular Fashion Fund, the Finnish Fashion Awards and the Ellen MacArthur Foundation's Circular Startup Index.