When COVID hit and the world paused, so did Minna Monaghan and Satu Raunola-Spencer’s aviation and travel consultancy business. Like many, they found themselves with time to reflect and the urge to do something new. Inspired by their Nordic roots and lifelong love for sustainability, they saw the perfect opportunity to bring a fresh idea to life in Sydney.
In Finland, secondhand shopping is second nature. Rent-a-rack stores are a part of everyday life, where anyone can rent space to sell preloved clothes and shop the finds of others. Minna and Satu had grown up with this concept, and it felt like just the right fit for Sydney.
That’s how VENLA resell+relove was born, a COVID pivot turned passion project. Launched in 2021, it brought something totally new to the local fashion scene: a fun, easy, and community-powered way to shop and sell sustainably. And from day one, it struck a chord.
That ethos shaped the beginnings of VENLA resell+relove. Launched in 2021 during a global moment of reset, their COVID-era pivot brought the rent-a-rack concept to Sydney for the first time. It turned out to be the right idea at the right time.
From Corporate Life to Conscious Style
Before launching VENLA, Minna and Satu were both immersed in the fast-moving world of travel and aviation. Their work was meaningful, focused on delivering value and improving the customer experience across the travel industry. But when COVID brought global travel to a standstill, it opened up space to rethink, reset, and explore new ways to make a difference.
With sustainability already part of their everyday lives, the founders became increasingly aware of the impact of fast fashion in Australia. So much high-quality clothing was being worn once—or not at all—and ending up in landfill. Something had to change.
They didn’t set out with a grand plan, but with one clear idea: what if we brought the rent-a-rack model we knew from Finland to Sydney? What started as a pivot during uncertain times quickly turned into a mission: to make fashion more circular, community-driven, and conscious, one rack at a time.
Launching Sydney’s First Rent-a-Rack Fashion Store
Venla resell+relove wasn’t just inspired by Finnish tradition. It was reimagined for Sydney. The founders set up their first store in a welcoming, walkable neighbourhood of Mosman and invited locals to participate in a new kind of fashion exchange. Sellers could book a rack for 14 days and either manage it themselves or let the Venla team take care of everything. Buyers would discover everything from Zara to Prada, pieces chosen not just for their label, but for their quality, design, and potential to be loved again.
Every day, new racks arrive in-store. Every visit feels fresh. Shoppers are encouraged to linger, chat, try things on, and uncover treasures. That sense of discovery keeps people coming back. And every purchase keeps another garment out of the landfill.
Sustainable Fashion That Feels Personal
The impact of Minna and Satu’s work goes beyond reducing textile waste. Venla resell+relove makes sustainability approachable. It isn’t about guilt. It’s about feeling good, about how clothes look, how they fit, and what they stand for. In their stores, preloved fashion is reframed as something chic and aspirational.
Venla empowers sellers too. It gives people the tools to turn their wardrobes into a side income, with VENLA’s self-service model you have control over pricing, display, and styling. For those who prefer hands-off, Venla's all-inclusive service handles it all. That flexibility and empowerment reflect the founders’ understanding of their community’s needs.
They built a business model that put people first. Today, Venla resell+relove has four locations and a team of over twenty. It has processed more than 170,000 items and built a loyal following of regulars who stop in weekly, often just to see what’s new.
Giving Back to the Community
Minna and Satu never saw Venla resell+relove as just a store. It was always a community hub. That’s why they integrated charity into the business model from the start. The charity rack supports local organisations like Northern Beaches Women’s Shelter and Lou’s Place in Surry Hills. Every item sold helps fund services for women in need.
The founders are also active in local Chambers of Commerce, using their voice and platform to advocate for small businesses and sustainable retail. They have built something deeply connected to the neighbourhoods they serve.
Creating a Culture of Discovery
One of Venla’s most powerful contributions to Sydney’s retail scene is a return to the joy of shopping. The stores aren’t curated in a traditional sense. Instead, they reflect the tastes and styles of the people who sell there. That means each visit offers surprises. A designer leather jacket. A nearly-new cocktail dress. That one designer handbag you didn’t know you needed.
Venla turns preloved fashion into an adventure. For many shoppers, it’s their first taste of circular fashion. Once they experience it, they don’t want to go back. This excitement, combined with ease and affordability, is what sets Venla apart from other secondhand or consignment shops.
Expertise with Purpose
Minna and Satu brought more than a concept from Finland. They brought credibility. They live by the values they promote. They are not figureheads. They are often present in stores, working with customers, and shaping each store’s look and feel. Their experience in corporate strategy helped them build a business with scale. Their hands-on expertise in retail and fashion gives them the insight to keep things personal and grounded.
Their leadership has turned Venla into a brand that balances style with responsibility. It offers a smart, beautiful alternative to fast fashion, one where the customer becomes part of a larger story of reuse, relove, and reinvention.
Looking Ahead
With Venla Luxe just launched, Minna and Satu are extending their model into high-end consignment. This important step brings curated designer accessories online, giving more people the chance to shop sustainably from wherever they are.
At its core, Venla resell+relove remains about connection. Whether it’s a customer finding the perfect blazer or a seller clearing out pieces that deserve a second chance, Venla makes every interaction feel meaningful. Minna and Satu set out to change how Sydney shops.
Their story is not just one of fashion or entrepreneurship. It is about experience turned into impact. And it’s still being written, one preloved item at a time.
Join the Movement at Venla
Whether you’re decluttering your wardrobe or searching for your next statement piece, Venla makes it simple, stylish, and sustainable. Visit one of the four Sydney stores in Avalon, Balmain, Manly and Mosmanand experience the thrill of preloved fashion in person. New racks arrive daily, filled with quality pieces ready to be resold and reloved.
Looking for something luxe? Explore Venla Luxe, our new online destination for pre-loved designer accessories. From bags to belts, it’s never been easier to shop sustainably and elevate your look with curated, high-end fashion.
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