sold to Tamedia

August 2014

Trendsales: Pioneering internet marketplaces for second hand fashion items

“It has been great working with Stella EOC on this transaction. The team from Stella EOC connected us with parties from the media and consumer internet industries across Europe and globally. We received a lot of interest which needed a very tightly managed process. There were also some unforeseen events during the course of the transaction which required a steady hand. Working with Stella EOC was enjoyable and their work was of the highest possible standard.”

Rasmus Goth Engel, CEO of Trendsales



Of the Danish population are members







Copenhagen, Denmark

A first-mover in the online fashion industry

Trendsales was established in 2002 as the first online marketplace in the world for second hand fashion.

The company quickly became a household name first in its home market of Denmark (with an incredible 14% of the population as members) and subsequently expanded into Germany, Sweden, Finland and Norway.

Trendsales is now the largest service of its kind in Scandinavia with 1m+ listings of fashion items and is a highly social site with 70% of traffic from mobile devices.

A new home: From Naspers to Tamedia

Stella EOC advised Naspers and Trendsales management on the sale of the business to Tamedia, a leading Swiss media corporation owning and operating newspapers, magazines and online platforms.

Naspers is one of the world’s leading e-commerce, internet and media companies, whose holdings include a 35% stake in Chinese Internet, media and social networking giant Tencent.

In July 2014, Tamedia acquired 88% of Trendsales from Ricardo (one of Naspers’ e-commerce subsidiaries) and the founders, who retain 12% of the Company.

Building on Trendsales leadership position

Tamedia intends to keep developing the platform together with the existing management team and expand Trendsales further in Norway, Sweden and Switzerland.

In parallel, the new owner will also be looking at consolidating its position amongst Trendsales’ audience (younger women) as well as strengthening the brand by utilising synergies with Tamedia’s Danish commuter newspaper Metroxpress.


Stella EOC acted as sole advisor to the sellers.