Through Used.ma, Anainiaa Reda is working to advance sustainable fashion in Morocco and Africa. The platform seeks to combine innovation, social impact, and environmental considerations within the second-hand market.
Anainiaa Reda (photo) is a graduate in organizational and strategic management from Ibn Tofail University. In 2022, he launched Used.ma an e-commerce platform specializing in the buying and selling of second-hand clothing, promoting circular fashion in Morocco and across Africa.
Through Used.ma, he merges his business acumen with his passion for the fashion industry, and his decision is already proving successful, with the platform winning third place in the Poesam (Orange Prize for Social Entrepreneurship in Africa and the Middle East) and second place in the Prix Maroc Jeunesse in the "Entrepreneurship" category in 2024. Used.ma is, in fact, the culmination of a long journey that began when Reda was in high school. He started reselling second-hand clothes for fun. This later turned into an avenue to sharpen his negotiation skills, get a glimpse into customer expectations, and gain expertise in supply chain management.Later, he founded a delivery startup, which provided deeper insights into logistics and optimizing customer experience. These ventures shaped his vision and prepared him to launch Used.ma.
Adapting to the Market
The idea for Used.ma emerged from a simple yet powerful observation: despite the global boom in second-hand fashion, Morocco's market remained largely unstructured. Reda identified three major challenges to tackle: lack of consumer trust, the complexity of buying and selling second-hand items, and the textile industry's environmental impact.
Used.ma offers an innovative solution that secures transactions, simplifies exchanges, and encourages more responsible consumption. Inspired by successful international models like Vinted and Depop, Reda tailors these platforms to local realities, considering the preferences of Moroccan and African consumers. His ability to innovate while drawing from proven strategies has been a key factor in his success.
Yet, he faced consumer reluctance to embrace online second-hand shopping and the challenge of building an attractive offering while managing his startup's growth. To overcome this, he adopted a gradual, user-focused approach centered on improving customer experience, listening to feedback, and raising awareness about the benefits of second-hand fashion.
Morocco and Beyond
Looking ahead, Reda envisions Used.ma becoming the leading platform for second-hand clothing and sustainable fashion in North and West Africa within five years. His ambition is to structure the circular fashion market in countries like Morocco, Tunisia, Egypt, Senegal, and Côte d'Ivoire, while building a committed community around sustainability and style.
Beyond creating a profitable business, Reda aims to make a positive social and environmental impact by reducing textile waste and promoting responsible consumption. At the same time, he is opening up economic opportunities for young entrepreneurs and independent resellers, giving them a platform to grow their businesses.
