B2B platform Unfrosen announces sales of €6.5BN in 2025, plans further expansion in 2026
Unfrosen, B2B platform positioning itself as a controlled liquidation infrastructure for fashion industry surplus, announced its operations generated, last year, €6.5BN in sales.
The platform is operational in 13 European markets (Romania, Bulgaria, Greece, Poland, Italy, France, Latvia, Lithuania, Estonia, Slovakia, Croatia, Slovenia, and Moldova) and plan to expand to major Western European outlet markets – Spain, Portugal, Germany, and the Netherlands – in 2026. Moreover, it will continue to invest in tech infrastructure and supplier-dedicated tools, with a focus on automating offer flows and optimizing the conversion of excess inventory.
Horia Stupu, Co-Founder of Unfrosen :
“Our mission for 2026 is clear (…) We want Unfrosen to become the default solution through which fashion suppliers sell excess inventory, a standard operating model, as we call it internally.”
European retail is going through one of its most difficult periods of the past decade. Sales are slowing, 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, which can move inventory internationally in a controlled, fast, and confidential manner.
In 2025, the B2B platform posted the biggest scale up to date, expanding in 13 markets and attracting over 50 new suppliers to the platform, including established brands and major European retailers. The platform offers access to a private network of thousands of verified stores.
Ciprian Dudulea, CEO & Co-Founder of Unfrosen:
“Excess inventory is no longer an exceptional situation, but a permanent reality of the industry (…) Our mission is to provide brands with a stable and discreet European infrastructure that moves merchandise quickly, without affecting brand image or retail pricing.”
Șerban Buliga, Co-Founder of Unfrosen:
“This year we invested heavily in automation and internal tools that optimize stock sales to meet 100% of our suppliers’ liquidation needs (…) We focus on technology that makes flows faster and more predictable: demand-driven data analytics, automatic offer generation, and systems that ensure controlled distribution across all markets we operate in. For suppliers, this means less effort and far more efficient inventory liquidation.”
In 2025, Unfrosen observed the emergence of a new type of B2B buyer: live-shopping operators active on TikTok Live in Romania and in markets where TikTok Shop is available, as well as on specialized social commerce platforms such as Whatnot and Tilt. These merchants sell in real time through live sessions, moving large volumes of fashion products at competitive prices, with significantly faster turnover than traditional retail.
In Romania, Unfrosen already works with numerous live-shopping merchants who sell directly to end consumers via TikTok Live sessions. In some cases, they generate sales exceeding EUR 5,000 per live session, supported by rapid stock replenishment, short delivery times, and access to authentic, ready-to-sell merchandise. This type of demand highlights the importance of B2B platforms capable of feeding extremely dynamic sales channels, where speed, stock availability, and flexibility matter more than traditional seasonality.
Unfrosen.com is a B2B solution dedicated to monetizing excess inventory for fashion brands, retailers, and distributors. The platform connects suppliers with a private network of verified buyers across 13 European countries, enabling efficient, fast, and confidential liquidation without compromising brand or retailer positioning. The company serves thousands of retailers across Europe and is currently undergoing international expansion.