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Building a subscription-based fashion rental service

It's Re:leased is a subscription-based rental service offering access to premium scandi-fashion. The team wants to replace a broken consumer behaviour with one that provides more value and variation to wardrobes without exhausting neither users or the planets resources.

By renting the parts of your wardrobe you would otherwise discard within the year, It's Re:leasead increases the number of uses per garment and creates the shift needed both for the retail landscape as well as our planet.

Fashion & D2C



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Technology and new digital-first services reshape the way we live, work and consume brands – and fashion is one of the industries that’s most ripe for change.

Pauliina Martikainen Investment director at

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When the company launched in 2019, a fashion subscription service was unheard of in the Nordics

There were mainly only big players such as Rent-The-Runway in the US. Since then, the European market has seen a drastic increase in subscription services and consumer demand. It’s Re:Leased has been determined to shift a consumer behaviour, by being data driven and having a clear product focus, which is why Annie Thorell has built the platform from scratch.

The two founders are now getting ready to grow their business, and attracted some heavy names for their first round. In addition to, they are joined in the round by Haflo - a family fund run by Martin Hauge, former general partner at Swedish VC firm Creandum that’s behind consumer companies like music streaming service Spotify.

It's Re:leased's founders are Johanna Norrman and Annie Thorell

Johanna Norrman is the co-founder & CEO who has more than 17 years of experience from the fashion industry. Most recently she was a part of creating and launching ARKET. She left to pursue her vision of revolutionising the industry.

Annie Thorell is the co-founder & CTO. She has over 12 years of experience from the tech community with companies ranging from Mentimer, Greta and Wrapp.

HOPE, Stine Goya, Rodebjer, By Malene Birger, & Marimekko.

It’s Re:Leased offers a curated selection of brands that are hand picked to represent Scandinavian fashion

Open positions at It's Re:leased.

There are currently no open positions, but keep an eye on our careers page for new openings.

If this industry is going to be able to continue growing and thriving, we need a new way of consuming fashion. Subscribing to the variation you crave and quality you want is the best way forward

Johanna Norrman Co-founder of It's Re:leased

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