Minimist and the Circular Economy: A Vienna Startup Success

Only a fraction of second-hand goods make it into online shops – not because they are not valuable, but because digitizing them is a pain. That’s where Minimist comes in. Founded in 2024 in Vienna, the startup helps the second-hand industry scan, categorize and sell items online. But Minimist is more than just a smart tool – it’s a case study on how Vienna fuels impact-driven innovation and circular economy.

Despite a growing demand for sustainable alternatives to fast fashion, second-hand shops face a major hurdle: going digital. According to Anna Greil, Co-Founder and COO of Minimist, less than 10% of pre-owned items ever make online. Why? Because uploading them is time-consuming – every item needs to be photographed, described, priced and categorized. For many vendors, this is just not feasible. 

Minimist changes that. The startup developed a scanning technology that turns physical items into ready-to-sell online listings in seconds. From brand and size to pricing suggestions and product descriptions – all information is generated automatically using AI. Customers from across Europe, from vintage stores to charities, already use their software. And the results speak for themselves.

“Our goal is to make second-hand more effortless,” explains Anna. “Many second-hand shops are struggling as it has become increasingly difficult to sell their products offline.” Foot traffic is not enough to keep them afloat. By digitizing their inventory, these stores not only boost their online presence but also gain visibility and awareness – which ultimately leads to more sales. “We’ve seen a clear increase in revenue for our customers,” she adds. 

One major advantage is how accessible public funding is. “It’s fast, affordable and makes it easier to get a business off the ground.” Equally important, she adds, is the local ecosystem: “The startup community here is close-knit and supportive. You’re not just another name on a list – people genuinely want to see you succeed.”

On top of that, Vienna’s high quality of life turned out to be a powerful argument when hiring internationally. “Whenever we ask candidates if they would consider relocating to Vienna, the answer is usually: Hell yes,” says Anna

Vienna proved to be fertile ground for growth when Minimist founder Stephan Hofmann attended the city-wide startup festival ViennaUP in 2024. It was there that he connected with one of the startup’s future investors – a moment that highlights what the festival does best: bringing the right people together at the right time.

Each year, ViennaUP transforms the city into a stage for bold ideas in innovation, entrepreneurship, and creativity. Designed to showcase the city’s thriving startup ecosystem, the festival draws founders, investors, and changemakers from around the world – all coming together for inspiration and connection in one of the world’s most uniquely beautiful cities.