inimini.se
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Inimini: The Data-Driven Resale Empire
How a 10-person Swedish startup is quietly owning the €15B secondhand childrenswear market
While fashion giants chase sustainability trends, Inimini built a $1.4M empire on the simple premise that Swedish parents don't want to sort through piles of generic secondhand clothes—they want curated, matching outfits delivered to their doorstep. This isn't just e-commerce; it's algorithmic curation meeting behavioral economics.
"Inimini doesn't sell clothes—it sells the cognitive relief of not having to curate your child's wardrobe."
The Data-Backed Pivot
With only 20% organic search traffic, Inimini's real genius lies in its 15% direct traffic—nearly as high as its organic reach. This indicates a cult-like repeat customer base. The top keyword 'inimini' commands 380 monthly searches, while 'kuling' (820 searches) suggests they're dominating specific brand categories. They're not playing the SEO game; they're building a habit.
The 10-Person Powerhouse
Ten employees generating $1.4M revenue equals $140K per employee—exceptional efficiency for retail. Their tech stack (Tailwind, DaisyUI, Klarna, Facebook Pixel) reveals a lean, conversion-optimized operation. They're not wasting resources on enterprise software; every tool serves a direct revenue function. This is a team that moves fast and optimizes ruthlessly.
The real moat? Inimini's 158 Trustpilot reviews at 4.8/5 stars. In secondhand fashion—where quality control is notoriously difficult—this rating signals operational excellence. They've solved the trust problem that plagues platforms like Vinted or Depop, where buyers gamble on condition and fit. Their model of 'stil och storlek' (style and size) curation turns a chaotic marketplace into a predictable service.
- Algorithmic curation: Matching outfits eliminate decision fatigue for parents
- Trust infrastructure: 4.8/5 rating on 158 reviews proves quality control
- Direct traffic dominance: 15% direct vs 20% organic shows brand loyalty
- Lean operations: $140K revenue per employee in a 10-person team
The Blueprint for Niche Dominance
Inimini proves that in secondhand retail, curation beats scale. Their 10-person team outperforms billion-dollar platforms by solving one specific problem better than anyone else.
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Inimini - begagnade barnkläder i matchande klädpaket
Ett enkelt och inspirerande sätt att handla second hand-barnkläder genom stil och storlek.
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Reviews (4)
Amazing service
Amazing service! All clothes and shoes coming neat and folded, almost like new :) and their personal handwritten notes always warms my heart. I recommend them to all my friends and new moms :)
Good quality
The items that we had received from Inimini were renewed quite well with good cleaning
Nice clothes
Nice clothes, honest assessment of quality.
Thanks!!
Fantastic second-hand shopping experience
Inimini buys and sells second hand clothes from their customers. Their website is very well designed, easy to use and attractive. They also have an excellent customer service and are very honest in the description of the clothes. I am a regular customer and a big fan of them!
Thank you so much Nahikari! We are always happy to see your name when we are packing the orders :)
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About inimini.se
Ett enkelt och inspirerande sätt att handla second hand-barnkläder genom stil och storlek.
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Technology Stack
inimini.se uses 14 technologies across their website including Font Awesome, Google Fonts, Cloudflare, Mailchimp, and more.
Fonts
Font Awesome, Google Fonts
Cloud & Hosting
Cloudflare
Email Marketing
Mailchimp
Advertising
Pinterest Tag, Facebook Pixel
E-commerce & Payments
Klarna
Analytics & Marketing
Hotjar, Google Tag Manager, Google Analytics
Traffic & Audience
inimini.se receives approximately 17.1K monthly visitors and ranks #1,621,926 globally. The website has a bounce rate of 54% with visitors viewing an average of 1.9 pages per visit. Users spend an average of 0:23 on the site.
The majority of inimini.se's traffic comes from .
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