EUROPE BUILDS Ep. #3: How Deesup became Europe’s ethical marketplace for furniture resale, with Valentina Cerolini
Notes, insights and key points from the third episode.
“Produce less and enjoy design for longer.”
In this episode of EUROPE BUILDS, we’re joined by Valentina Cherolini, CEO and co-founder of deesup.com, a Milan-based startup that’s reshaping the way Europe thinks about furniture through the circular economy. From navigating early challenges to expanding across Europe, Valentina shares her story of building a marketplace that champions sustainability while making high-end furniture accessible.
Here’s what we uncovered from this conversation:
Key Takeaways and Insights:
Building a Circular Economy in a Traditional Industry: Valentina dives into the challenge of transforming a historically rigid industry like furniture into a sustainable, circular marketplace. From consumer education to offering exclusive vintage pieces, she discusses the uphill battle of shifting mindsets and habits in a sector not known for its eco-friendliness.
The Power of Regulation and Timing: Europe’s regulatory framework on sustainability and waste management has been both a help and a challenge for businesses like Deesup. Valentina offers her perspective on how startups can leverage these frameworks to gain a competitive edge, and why understanding market timing is crucial. We examine how forward-thinking founders can use regulations to create opportunities and innovate in tightly regulated industries.
Navigating Funding in the Circular Economy: Valentina shares her insights on how the circular economy is perceived by investors, especially as sustainable and impact-driven models gain traction. We discuss the complexities of raising capital in an emerging sector, the balancing act between profitability and social good, and why investors are starting to pay more attention to sustainable marketplaces.
From Peer-to-Peer to Business-to-Consumer: Valentina shares how Deesup evolved from a peer-to-peer marketplace into a B2C platform, partnering with furniture brands and retailers. This strategic pivot allowed the company to scale faster, expand inventory, and attract a broader customer base, all while staying true to their commitment to sustainability.
From Personal Need to Marketplace Success: Like many founders, Valentina’s journey started from a personal experience. She turned a frustration with sourcing high-quality second-hand furniture into a thriving business. We discuss the critical role of identifying real-world problems that resonate with customers and how this focus has helped Deesup build a loyal user base.
Ready to dive in? Get a glimpse of the episode first:
Why Listen?
If you’re interested in how startups can drive real impact in industries traditionally resistant to change, Valentina’s story will resonate. She’s proving that sustainability and business success can go hand in hand, especially when driven by passion, innovation, and a clear understanding of market needs. For anyone working in the circular economy, marketplaces, or sustainability, this episode is packed with practical insights and real-world lessons.
🎙️Listen to the Ep. #3 on Spotify, Apple Podcasts or YouTube.
Readings:
🔨 Learn more about EUROPE BUILDS: Does Europe Build Real Innovation?
🛋️ Read about how Deesup built a resale-as-a-service platform: Deesup launches white paper and thinks about resale-as-a-service platform
About EUROPE BUILDS
Europe’s startup ecosystem is no longer just an underdog story. Europe builds and it builds well. This is a podcast dedicated to diving deep into the real stories behind its startups. Each episode tackles, among others, topics like scaling challenges, funding disparities, diverse entrepreneurial culture, and the art of storytelling—through candid conversations with those who live these realities every day. Visionary founders across the continent.
| Co-hosts: Mathilda Nathan & Niko Efstathiou
🎧 Available on Spotify, Apple Podcasts & Youtube