Net Positive Labs partnered with a consortium of major Saudi business groups to design and launch Mustadam, the Kingdom’s first dedicated digital marketplace for furniture reuse.
Working from venture concept through early operation, NPL developed the commercial and operational model, built the digital platform and backend logistics infrastructure, established governance, and helped assemble the founding leadership team.
The venture successfully raised seed funding and is now operating across multiple cities, recirculating thousands of furniture items and expanding into partnerships with major furniture retailers.
Saudi Arabia faces a significant furniture waste challenge. Furniture is regularly disposed of prematurely ending primarily in landfill. Much of it is still in good enough condition for re-use. Key reasons are often due to event based scenarios, with owners of furniture not finding a fast or good solution. This is an important frustration with many consumers suffering economically.
A consortium of 13 prominent local business leaders, including major furniture distributors and asset-heavy real estate players, engaged Net Positive Labs to design, build, and launch the region’s first specialised, end-to-end digital marketplace dedicated to furniture reuse.
Furniture resale in the region was complicated for numerous reasons:
A simple peer-2-peer marketplace concept would not be sufficient. We needed a fully operational venture capable of validating demand, executing reliably, and scaling nationally.
Net Positive Labs built the venture from conception through to independent operation, combining venture design, technology, and hands-on execution.
We divided the project in 4 key phases:
Our solution
We created the first re-use marketplace in Saudi Arabia with quality intermediation. A digital platform enables sellers & buyers to list and buy items. All items are collected, cleaned, refurbished (if needed), photographed, and listed cleanly on the platform, and dropped off in 2 days following order. This provided the strongest value proposition to both sellers and buyers.
With trust increasing, we are currently testing direct peer-2-peer model (in hybrid) for non-event driven sellers. We are also testing B2B re-commerce models with major furniture retailers.
NPL main project deliverable
The venture was deliberately scaled with discipline: limiting early marketing spend to protect service quality while building operational resilience.
The venture has transitioned from launch into stable, multi-city operations, demonstrating both operational robustness and scalability:
The business now operates independently with a dedicated leadership team and governance structure in place, while continuing to scale capacity and throughput in line with demand.
In parallel, the platform is being adopted as the operational resale engine for major retailers, positioning it as the backbone for large-scale buy-back and AS-IS resale programmes.
This venture demonstrates that circular ambition, shared by strong partners, can be translated into a robust, operating business and not just a wishful idea.
From the outset, the challenge was not vision, but execution: aligning diverse shareholders around a common commercial logic; converting sustainability intent into operational processes; securing the right partnerships; and building a team and governance structure capable of delivering at scale.
Through a structured venture-building approach, we have enabled the consortium, with a noble goal, to move from an initial idea to a functioning, market-ready business. One that integrates technology, operations, partnerships, and incentives into a single system.
Rather than accelerating prematurely, the focus was on building the full stack required for durability: trusted infrastructure, disciplined execution, and readiness for strategic partnerships with large retailers.
Saud Alsulaiman, CEO, Al Sulaiman Group - Regional Owner, IKEA
.svg)
