18 June 2025

We’re proud to launch VEQ Fund 2 - a 200 mSEK fund to support the next wave of early stage Swedish software enabled businesses – and we are kicking it off with our investment in Mai

Today, we’re proud to announce the launch of VEQ Fund 2 – and to share that our first investment from the new fund is in Mai, a Stockholm-based company leveraging technology to radically improve the second-hand fashion selling experience.

This marks an important milestone for VEQ. Since launching in 2021, we’ve partnered with 9 Swedish startups – all led by ambitious teams building for the long term. Across the portfolio, we’ve seen solid business fundamentals, thoughtful growth and strong resilience from the founders we’ve backed.

With our second fund, we’re doubling down on our hands-on approach and will be investing 200 mSEK in software enabled companies from Sweden in the early commercial phase. The strategy is sector- and business model agnostic and more concentrated compared to most other VC-funds. We’re also proud to continue our close partnership with Alfvén & Didrikson, who are returning as our lead investor, alongside existing and new Swedish family offices and high net worth individuals.

Why we’re investing in Mai

Founded by Emma Rosman, Tobias Rosman, and Daniel Sundman, Mai is building the tech platform that powers second-hand fashion. Rather than launching yet another marketplace, Mai integrates with existing ones – helping users price, publish and manage their listings through one simple interface.

The platform uses AI to recommend optimal pricing, automate listing creation, and improve sell-through rates. Users simply photograph an item – Mai handles the rest, distributing the listing across multiple marketplaces and tracking its performance.

The result?

- A superior user experience for second hand sellers

- Higher sell-through rates and more profitable sales

- A model built to scale with both users and marketplaces

The founding team brings deep experience from marketplaces and fast-scaling tech companies like Uber, Epidemic Sound, and Kry, giving them a unique perspective on product, operations and growth. They’ve impressed us with their speed, clarity and customer-first mindset from day one. VEQ is leading the round of 7 mSEK and we’re happy to co-invest with Icebreaker, SSE Ventures and reputable business angels.

“Sustainable consumption shouldn’t require extra effort – and with Mai, it doesn’t. We’re excited to support a team that’s making circular fashion the default.” - Maria Bergsten, Partner at VEQ

We’re thrilled to welcome Mai to the VEQ family – and excited for all new possibilities ahead with Fund 2. A big thank you to our founders, partners, and both new and old investors for continuing the journey with us.