Helsinki-based resale platform Bought has announced its acquisition of luxury fashion rental service Robes Rental, bringing together rental and resale under a shared circular fashion vision. The transaction integrates Robes’ rental technology into Bought’s platform, marking a strategic step toward a more comprehensive, technology-driven circular fashion experience.
A Strategic Step in Finnish Circular Fashion
Founded in Helsinki by a young and ambitious team, Bought has focused on rethinking how consumers buy, own, and circulate fashion through technology. With this acquisition, the company strengthens its ambition to build a broader circular fashion platform that goes beyond resale alone.
Robes Rental began building its fashion rental service around two years ago with the goal of making luxury fashion more accessible through sharing and circular use. The platform quickly gained strong traction in Finland, with rental becoming part of everyday life for thousands of users, including high-profile public figures. As Robes scaled, its mission expanded toward developing technology to make circular fashion usage more seamless and appealing.
Unifying Rental and Resale for a Broader Vision
The acquisition reflects a shared learning between the two companies: a scalable and sustainable fashion rental model benefits from being complemented by resale and purchasing options. This broader approach directly responds to community demand and aligns with both teams’ long-term vision for circular fashion.
By combining Bought’s automated resale capabilities with Robes’ rental technology, the companies aim to create a more holistic platform that supports multiple ways of accessing fashion. Both teams emphasize technology as the key enabler for changing consumption habits and improving how fashion is reused and circulated.
“It became clear over time that Robes and Bought are pursuing the same future,” said Anna Sillanpää, co-founder and CEO of Robes, highlighting the opportunity to compete internationally using Finnish circular economy expertise. Erik Kymäläinen, founder and CEO of Bought, echoed this alignment, noting that both companies were founded in Helsinki with the shared ambition of fundamentally changing how fashion is owned and used.
Integration and Next Steps
As part of the transaction, Robes’ technology will move under Bought’s ownership to support the development of Bought’s application into a more comprehensive circular fashion platform. This integration is intended to enable a smoother experience across rental, resale, and purchasing within a single ecosystem.
As a result, the standalone Robes app will be discontinued on December 31, 2025, as the teams consolidate their efforts around the combined platform. The companies frame this transition as a necessary step toward achieving greater long-term impact in the fashion industry.
The acquisition represents a meaningful milestone for Finland’s circular fashion ecosystem, bringing together rental and resale expertise under one platform. By uniting their strengths, Bought and Robes aim to contribute to a more sustainable and technology-enabled future for fashion consumption.