Unfrosen Reaches 13 European Markets and Sets €10M GMV Target for 2026 as Demand for Private B2B Fashion Wholesale Surges

Unfrosen, the private B2B wholesale platform connecting fashion brands and retailers with verified buyers across Europe, today announced significant expansion milestones following a record 2025 performance, and outlined its growth targets for 2026.

The platform reported €6.5 million in GMV for 2025 and is now targeting €10 million in 2026 as it extends its geographic footprint and accelerates supplier acquisition.

Platform Now Active in 13 European Markets

Unfrosen is currently operational in Romania, Bulgaria, Greece, Poland, Italy, France, Latvia, Lithuania, Estonia, Slovakia, Croatia, Slovenia, and Moldova — and plans to expand into Spain, Portugal, Germany, and the Netherlands in 2026. The platform serves a verified network of over 3,800 B2B buyers.

"European retail is going through one of its most difficult periods of the past decade. Inventories are piling up, and pressure on cash flow has become critical for brands and retailers. This context created a structural opportunity for specialized B2B platforms such as Unfrosen." — Horia Stupu, Co-Founder

A Two-Sided Marketplace: Buying and Selling Excess Stock

On the buyer side, verified retailers gain access to off-price branded fashion inventory — including stock from Adidas, Nike, Liu Jo, Reebok, Lacoste, Skechers, and 150+ other premium and sportswear brands — at discounts of up to 85% off retail.

On the supplier side, brands use Unfrosen to sell excess inventory discreetly: geo-blocking, buyer-type filtering, anonymous listing, upfront payment, and zero commission. Brands report recovering 30–50% more on excess inventory compared to traditional offline liquidation.

"Selling overstock doesn't mean losing control. We've built the infrastructure so brands can move inventory at the right price, to the right type of buyer, in the right geography — entirely on their terms." — Ciprian Dudulea, CEO & Co-Founder

New Buyer Profile: Live Commerce Operators

One of the most notable trends in 2025 was the emergence of live-shopping operators on TikTok Live, Whatnot, and Tilt as a new category of B2B buyer. In Romania, Unfrosen works with live-shopping merchants generating sales exceeding €5,000 per individual live session, supported by rapid stock replenishment and short delivery times through the platform.

"This highlights the importance of B2B platforms capable of feeding extremely dynamic sales channels, where speed and stock availability matter more than traditional seasonality." — Șerban Buliga, Co-Founder

2026 Roadmap

Western European expansion (Spain, Portugal, Germany, Netherlands) + continued investment in tech infrastructure, focusing on automating offer flows and optimizing inventory-to-sale conversion.

About Unfrosen

Unfrosen (unfrosen.com) is a private B2B wholesale fashion platform headquartered in Bucharest, Romania, founded in 2022 by Ciprian Dudulea, Horia Stupu, and Șerban Buliga. The platform connects fashion brands, distributors, and retailers looking to sell excess inventory with 3,800+ verified B2B buyers across 13 European countries. Buyers and suppliers never see each other's identities — full confidentiality is structural.