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Yaga raises €4M in sustainable fashion funding

Most fashion resale platforms chase European wallets. Tallinn-based Yaga just raised €4 million in pre-Series A sustainable fashion funding from Specialist VC and H&M Group to prove emerging markets actually want to buy second-hand. The Estonian startup has reached a €50 million GMV run rate focusing on South Africa, Kenya, and expansion into the Middle East.

Founded in 2017 by Aune Aunapuu, Yaga operates where Vinted and Depop don’t. The platform attracts 12 million monthly visits with an escrow payment system protecting both buyers and sellers. Items sell at 50-80% below retail, making fashion accessible in markets where price matters more than brand cachet.

Why sustainable fashion funding flows to emerging markets

The second-hand fashion market grew 15% globally in 2024 to $227 billion. However, Africa’s resale market has grown four times faster than anywhere else. Yaga’s South African sales increased sevenfold over 18 months while worldwide sales tripled.

H&M Group’s participation signals mainstream retail recognising that circular fashion isn’t a Western luxury anymore. “We strongly believe in the team behind Yaga, which has clearly shown capabilities to scale its marketplace for preloved fashion,” said Nanna Andersen, Managing Director of H&M Group’s New Growth & Ventures. The company sees Yaga’s African presence as complementary to its existing second-hand initiatives in developed markets.

Sellers have earned over €80 million on the platform to date. More than 6 million items found new owners, preventing textile waste in regions where fashion’s environmental cost hits hardest. The platform’s localised logistics and payment options address infrastructure challenges that keep global marketplaces from scaling in these markets.

From South Africa to Middle East expansion

Yaga achieved profitability with just 25 people and €3.2 million raised before this round. The company doubled annually while competitors burned through multiples more capital chasing lower-margin developed markets.

The fresh capital targets Middle East and North African expansion. These regions combine disposable income growth with existing second-hand fashion cultures but lack digital infrastructure for secure peer-to-peer transactions. Additionally, Yaga recently launched in Kenya after dominating South Africa, where it became the leading online fashion resale platform.

“Our growth in South Africa proves that this is a global movement, not limited to Europe or the US,” said Aunapuu. “With this funding, we will explore new expansion opportunities as we continue to build the sustainable fashion marketplace of the future.”

Resale platforms are shifting from niche to mainstream shopping destinations. Yaga’s emerging market focus positions it ahead of competitors still fighting over saturated European markets. The company proved sustainable fashion works everywhere, not just in wealthy zip codes.

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Fundraising 4 hours ago

London-based AI laboratory Ineffable Intelligence has emerged from stealth with a $1.1 billion seed round at a $5.1 billion post-money valuation, the company confirmed on 27 April 2026. The financing is the largest seed round ever raised by a European company and one of the largest first-money-in rounds in the global history of artificial intelligence. The round was co-led by Sequoia Capital and Lightspeed Venture Partners. Participating investors included Nvidia, DST Global, Index Ventures, Google, and the UK Sovereign AI Fund, the British government’s recently established vehicle for backing strategic AI capacity on home soil. A bet on a different path to general intelligence Ineffable Intelligence was founded in 2025 by David Silver, the former Vice President of Reinforcement Learning at Google DeepMind and the principal architect of AlphaGo, AlphaZero and AlphaStar. He is joined by three further DeepMind alumni: Wojciech Czarnecki, Lasse Espeholt and Junhyuk Oh. All four have spent the past decade at the frontier of reinforcement learning research, the discipline behind some of the most consequential demonstrations of machine learning over the past ten years. The company describes its objective as building a “superlearner” — an AI system capable of acquiring knowledge directly from its own experience rather than from human-generated text or imagery. “Our mission is to make first contact with superintelligence,” Silver said in a statement accompanying the launch. “We are creating a superlearner that discovers all knowledge from its own experience, from elementary motor skills through to profound intellectual breakthroughs.” The framing is a deliberate departure from the dominant industry trajectory. Most leading AI laboratories, including OpenAI, Anthropic and Google DeepMind itself, have built large language models trained primarily on the corpus of the internet, then refined that training with human feedback. Ineffable’s wager is that the marginal returns on scaling text-based pretraining are diminishing and that the next leap in capability will come from agents that learn endlessly from the consequences of their own actions, in much the same way AlphaZero learnt the game of Go without studying any human matches. Why $1.1 billion at seed The size of the round is unusual even by the inflated standards of the 2026 AI capital cycle. Two factors appear to explain it. First, frontier reinforcement learning at the scale Ineffable describes is computationally extraordinarily expensive: the company will need to operate vast simulation environments and train very large models against them, an undertaking that consumes capital at a rate closer to physical R&D than to traditional software. Second, the round signals a strategic move by Europe’s investor and policy ecosystems to retain the most ambitious AI researchers on the continent. The presence of the UK Sovereign AI Fund alongside Sequoia, Lightspeed and Nvidia is the clearest expression of that intent. The British government has publicly framed the investment as a bet on breakthrough AI that “can discover new knowledge”, positioning the country as a willing co-investor in domestic frontier laboratories. For Ineffable, the implication is access not only to capital but to compute, regulatory engagement and the still-resilient academic talent base around UCL, Oxford, Cambridge and Imperial. Founder pledge of historic scale Alongside the funding announcement, Silver disclosed that he is committing 100 per cent of any personal proceeds from his Ineffable equity to charity via the Founders Pledge network — described by the organisation as the largest pledge in its history. At the round’s $5.1 billion valuation, that commitment could ultimately exceed several billion dollars if the company succeeds. It is a meaningful gesture in a sector where the reputational stakes around concentrated AI wealth are escalating, and one likely to be referenced in subsequent founder-led commitments. Implications for the European AI landscape Ineffable’s emergence reshapes the European AI map in three concrete ways. It establishes London as the home of the continent’s largest-ever seed-stage company, complicating Paris’s recent narrative of frontier-AI primacy after Mistral’s earlier rounds. It validates a thesis — that reinforcement learning, not transformer scaling, is the next frontier — that has lately been losing capital share to language-model incumbents. And it confirms that the UK government is now willing to act as a balance-sheet co-investor in domestic AI laboratories, a posture much closer to the French model than to the predominantly grant-based regimes elsewhere in Europe. The execution risk is non-trivial. Reinforcement learning at frontier scale has historically required years of careful environment design before producing competitive systems, and Ineffable’s “first contact” framing sets a high bar against which it will be judged. But for now, with a billion dollars on the balance sheet, four of the discipline’s most accomplished researchers in the founding team and a sovereign co-investor at its back, Ineffable Intelligence is the most heavily resourced new entrant in the European AI cycle. Sesamers covers European fundraising rounds across deeptech, fintech and AI. Source: tech.eu.

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