When a Christmas gift caused discomfort—that’s when Regifted was born

Every year, they received a Christmas gift from work. But after many years of working on sustainability issues in the public sector, Regifted’s founder began to wonder: Could the gift be something other than yet another item to buy and consume? 

That question gave rise to Regifted—a platform where gift cards can be used at circular stores and brands. The idea was simple, but it filled a gap that the founders themselves had felt was missing.

With support from Innovatum’s incubator, they began to develop and validate the idea. There, Regifted found an environment where its sustainability goals could be combined with business development and entrepreneurship.

From idea to launch in eight weeks

The two founders had a combined total of about 20 years of experience in sustainability work. They realized that both companies and municipalities wanted to give gifts, but that sustainable and circular alternatives were hard to find. It took just eight weeks from the first sketch to the launch of the service.

During its time at Innovatum, the company received support during its early development and access to funding from Vinnova. For the founders, this marked an important starting point—and proof that even an idea aimed at changing our consumption habits can be developed into a scalable business.⁠⁠

The first customers came in Christmas 2025. Since then, Regifted has expanded its partner network from ten to about 40 partners—ranging from smaller, specialized businesses to well-known brands and organizations.

An Unexpected Customer Base—and the Power of the Local

One surprise was that three of the first four corporate clients came from the IT sector. The founders believe that industries already working with circular IT or circular construction may be particularly receptive to circular gifts.

Local governments have also become an important part of this journey. One lesson Regifted has learned is that the local context plays a major role: when residents and employees can choose from circular options in their own municipality, the offering becomes more relevant.

Growing at a sustainable pace

Regifted doesn't want to grow quickly at any cost. Instead, the founders describe a business model designed to allow for long-term growth—since changing consumer habits takes time.

Their time at Innovatum became an important part of that journey. The fact that a technology- and innovation-focused ecosystem saw the potential in an idea for new, more sustainable consumption choices meant a great deal to the founders. The incubator provided them with the support they needed to test the idea, develop the business, and take the next step toward the market.

For Regifted, the next step isn’t just about offering more gift cards. It’s about making circular choices easier—for businesses, municipalities, and people who want to give something with a different kind of value.

At the same time, this journey demonstrates what can happen when a clear sustainability challenge is combined with entrepreneurship and the right support at an early stage.