A Korean startup MadeleineMemory, operator of the branded resale solution ‘Relay’, has raised approximately USD 1.5 million(KRW 2.1 billion) in a Pre-Series A2 funding round. The round was led by new investor A Ventures, with follow-on investment from existing backer Coolidge Corner Investment.

As the first company in Korea to establish brand-certified resale as a new category in the fashion market, MadeleineMemory has proven the potential of resale services aligned with value-driven consumption trends through partnerships with major brands. The company currently operates the ‘OLO Relay Market’, a resale marketplace exclusive to Kolon Mall, in collaboration with Kolon FnC, and is preparing to launch a similar resale platform for LF’s official online mall later this year.

With the new capital, MadeleineMemory plans to expand and diversify the partnership model of its flagship solution, Relay. Beyond fashion manufacturers, the company aims to collaborate with influential distributors such as department stores, enhancing consumer accessibility to branded resale and accelerating both the scale and quality of its service offerings.

Shin Hyuk, Investment Manager at A Ventures, which led the round, stated, “MadeleineMemory is transforming resale into a SaaS model, solving key issues in the secondhand market while establishing a strong competitive edge through strategic partnerships with major corporations. Despite global economic headwinds, the resale market continues to grow, driven by brands’ ESG objectives and the demand for innovative customer experiences. Relay’s resale system, built through brand partnerships, clearly differentiates itself as a B2B RaaS (Resale as a Service) solution.”

MadeleineMemory CEO Yoo Jae-won commented, “By turning resale into a branded lifestyle service, we aim to offer consumers a more thoughtful consumption option while providing brands with a new engine for growth. This funding will help us accelerate the standardization of resale as an essential component of the brand experience in the emerging era of new retail.”