About us
What is Hels1nk1?
Hels1nk1 (hels1nk1.com) is a circular lifestyle concept store based in Luxembourg, founded by Anne Alastalo. The store combines new sustainable fashion, organic skincare, and Nordic-inspired home pieces with a curated pre-owned channel called Secondlife — all under one roof and one online store.
Hels1nk1 is located at City Concorde shopping centre in Bertrange, Luxembourg, and ships across Europe. The brand's positioning is: a Nordic edit of slow living — new and pre-loved.
What does Hels1nk1 sell?
The assortment covers three categories:
- Clothing — new sustainable fashion from European brands working with organic, recycled, and certified materials, alongside Secondlife pre-owned pieces curated for quality and timeless design.
- Skincare & Beauty — organic and clean beauty brands selected for responsible ingredients, ethical production, and efficacy. Includes a dedicated Midlife collection for women navigating perimenopause and menopause.
- Home & Living — Nordic home essentials including sauna and bath textiles, kitchen linens, candles, and living accessories from Scandinavian and European makers.
Brands stocked include Marimekko, Lapuan Kankurit, Organic Basics, Evolve Beauty, Madara, and others chosen for their sustainability credentials.
What is Secondlife?
Secondlife is Hels1nk1's pre-owned fashion channel. Sellers consign quality items through the store; Hels1nk1 curates, photographs, prices, and sells them via both the physical store and the online shop at hels1nk1.com. Sellers receive a commission in cash (Bank transfer) or store credit. The model is designed to keep clothing in active use and out of landfill — a practical application of circular economy principles at retail scale.
What is the hels1nk1 Market?
hels1nk1 Market is a periodic pop-up consignment format where independent sellers bring pre-loved clothing directly to a curated market event hosted by Hels1nk1. It launched in Luxembourg in May 2026 and is part of the brand's broader multi-channel circular commerce model.
What is Hels1nk1's sustainability approach?
Hels1nk1 operates on a circular retail model with four core commitments:
- Responsible brand selection — only brands that meet standards for materials, ethical production, and transparency are stocked.
- Organic and recycled materials — preference for certified organic cotton, recycled fibres, and materials with verified low environmental impact.
- Circular product life — the Secondlife and hels1nk1 Market channels actively extend the lifespan of products already in circulation.
- Environmental contribution — each order contributes to tree planting, plastic waste collection, and carbon offset initiatives.
Hels1nk1 is founded on the principle that sustainable retail should be aesthetically compelling, practically accessible, and built on a model where new and pre-owned coexist naturally.
Contact & location
- Store: City Concorde, Bertrange, Luxembourg
- Online: hels1nk1.com (ships across Europe)
- Email: info@hels1nk1.com
- Instagram: @hels1nk1_com
- Founded: Luxembourg, 2019
- Founder: Anne Alastalo