WearNow is reimagining how secondhand fashion is discovered, promoted, and sold in Europe and beyond. Founded by Marius König, this early-stage platform connects local vintage and secondhand shops with digital consumers through a curated, filterable online directory. With plans for integrated sales tools and AI-driven shop automation, WearNow addresses a clear visibility gap in the growing secondhand market.
Market Opportunity
The global secondhand fashion market was valued at $196 billion in 2023, growing at 7.2% annually. In Germany alone, it is expected to reach €6 billion by 2025. Consumer demand is reinforced by environmental awareness: 64% of Gen Z in Germany already purchase secondhand fashion. Yet, many local shops remain digitally invisible, underscoring WearNow’s relevance.
The Product
WearNow’s MVP—already live—offers users a way to discover secondhand and vintage stores based on city, category, and style. The platform acts as a digital directory, enabling each shop to maintain a profile and link directly to their own e-commerce or social media pages.
The roadmap includes a modular webshop builder with a built-in POS system for shop owners. In the long term, AI tools will assist with automated product uploads and personalized shop discovery for consumers.
Business Model
WearNow’s revenue streams evolve over time:
- Short-term: Affiliate model (5% commission on sales), premium listings for higher shop visibility.
- Mid-term: Monthly SaaS subscriptions for access to shop tools and webshop capabilities (ranging from €19 to €99).
- Long-term: AI-based automation services to further drive shop engagement and sales.
Team & Traction
Founder Marius König is an operations manager with a background in industrial maintenance and startup operations. While currently a solo founder, König is actively seeking co-founders and partners to accelerate platform development.
Initial traction includes organic community growth on Instagram and TikTok, direct outreach from interested shops, and live user feedback validating the problem. The MVP website is operational with basic functionality and filters.
Growth Strategy
WearNow’s marketing strategy focuses on social media, influencer collaborations, and SEO. The startup plans to leverage community feedback and online momentum to scale B2B outreach and onboard more shops. Mid-term goals include expanding to European cities and entering the U.S. market.
Funding Requirements
WearNow is seeking €1,000,000 in seed funding to cover platform development, marketing, and team expansion over the next 18 months. The funding will be used to scale infrastructure, enhance visibility, and accelerate European expansion.
