Lebanese Entrepreneur Launches &Again, a UAE-Based Marketplace for Secondhand Goods
A new startup in the UAE is rethinking the way people buy and sell secondhand items, bringing a more structured, tech-driven approach to a market that has often been fragmented and informal.
Founded by a Lebanese entrepreneur, Roanne El Alaili, the platform serves as a digital marketplace exclusively for the UAE, connecting individuals who want to give their used fashion a second life with buyers looking for high quality goods at accessible prices. The mobile app is already live and has begun attracting a steady stream of users eager for an easier, safer way to transact.
Roanne, my cousin, comes from an extensive fashion background, she identified a gap in the UAE market: while demand for sustainable and affordable shopping is on the rise, there were few user-friendly platforms that catered specifically to local needs. By focusing on quality listings, user trust, and a seamless transaction process, the startup is positioning itself as more than just a classifieds app—it aims to build a community around sustainable re-commerce.
Early traction hasn’t gone unnoticed. The startup is currently raising funds, and according to the founder, investor are lining up. The startup and it’s founder check all the boxes investors are seeking, sustainability, women led, minority … With sustainability increasingly on the radar for both consumers and policymakers in the region, the timing appears to be right.
The UAE, with its young, tech-savvy population and growing interest in circular economy solutions, provides fertile ground for such a venture. While international platforms exist, this startup is betting that a locally tailored approach—sensitive to cultural, logistical, and regulatory factors—will resonate more strongly with users.
Looking ahead, the team plans to expand features on the app and strengthen partnerships with local businesses to create additional value for the community.
From my experience with this industry (one of my 50++ projects), the biggest challenge i think &Again might face could be a race to the bottom between sellers, willing to sell cheap to get rid of clothes, or even used clothes traders that are able to sell really low. But the founder Roanne, explained to me that this would not be an issue for the UAE.
