Behind the Business: Reshopper

Aja Guldhammer Henderson is the CEO of Reshopper, a new shopping app which makes it easy to buy and sell children's goods in your neighbourhood.

Tell us a little bit about your business.

In a nutshell, Reshopper is an app where parents can buy and sell second hand kids things locally. All parents (and parents to be) will know that having kids means having a lot of stuff! They go through eight clothing sizes in the first two years, wear each size for less time than you want to think about and it doesn’t stop there. With Reshopper, we make it easy, social, and quick to get these items back into circulation and fill the wardrobe with new secondhand treasures. When you open Reshopper, you see a feed that is relevant for you based on your exact preferences and the age of your child(ren). So whatever your reasons for using the app – whether you care about the environment, you want to grab a bargain, or you are in search of a particular hard-to-find gem, you will love using Reshopper.

Describe a typical working day.

My working day typically consists of a lot of different things. I regularly have meetings with partners outside of the office. After these meetings, I go for my standard chai latte and make my way to the office. Here I like to spend some time talking with my team and get insights into everything that is going on. A good atmosphere at work is super important to keep everyone happy and energised. That’s why we always have some snacks on the table and tend to have a fun event ahead which we can look forward to. Something I love to do is make things smarter, therefore I’m on top of future app developments and I focus on optimising the way we work. 

How do you manage child care?

My partner and I alternate bringing our son to kindergarten and picking him up in the afternoon after work. 

How do you balance work commitments with family and leisure time?

I love my job and spending time with my son, so I do both. I pick up my son early and work when he sleeps, it works really well. Hobbies will have to wait a bit until he is older. Luckily my job is also a hobby. 

What do you like best about running your own business?

I think what appeals to me most in running a startup is that you’re able to make a difference in the business. Moreover, running my own business adds flexibility to my life. This allows me to spend time with my son and work at times that are more suitable for me.

What is the biggest challenge you have faced?

I think the biggest challenge in running a startup is moving fast enough. 

Where does your support come from? Do you have a business mamas network?

I don’t have a business mamas network, but I work with great people and have a strong network of fantastic startup people to learn from and share ideas with. 

What is the most important piece of advice you would pass on to a parent planning to start their own business?

Start a business doing something you love! It should be fun. Enjoy the flexibility with your kids and accept working odd hours. 


Aja graduated from the Copenhagen Business School and has since lived in Paris, studied in India, and looked after jaguars in the Bolivian jungle. In 2011, she returned to Denmark and started at Airbnb, where she worked as Country Manager and was responsible for the growth in the Nordic countries and in the Netherlands.

In 2016, Aja moved on to the Danish Reshopper, where, as CEO, she is responsible for leading their ambitious international expansion in the Netherlands, Sweden and soon also the UK and Canada. Aja has also been part of the Danish government's advisory board for circular economy and thinks we're just at the beginning of sharing, using, and reusing in a smarter way. 

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