Ytrade Group AB (publ) is a Swedish fashion-tech company which operates the Yaytrade marketplace. At Yaytrade, individuals can shop for premium fashion and lifestyle products directly from brands selling off their outgoing stock, samples, and returns via “digital pop-up shops”. The company also sells premium second-hand from private individuals and influencers. Community users can create their own e-store and populate it with items from collected via Yaytrade pick-up service as well as post self-created ads. Yaytrade launched the first version of its marketplace in 2018 and released an updated and scalable version that spring, fully owning the tech platform. During Q3 2019, the company released a pick-up service for private individuals and in autumn of 2020 launched outgoing stock / sample sales for premium fashion. In just a short time Yaytrade has attracted some of Sweden’s biggest fashion brands and most popular influencers, while cultivating a rapidly growing international user base. Yaytrade appeals to a chic urban demographic with a striking design which took home a silver medal Swedish Design Prize in 2020 in the e-commerce category.