European retail is facing mounting pressure from slowing sales and rising excess inventory, a trend that is reshaping how fashion brands manage surplus stock, according to data and market signals cited by Unfrosen, a Romanian-founded B2B platform specialising in cross-border inventory liquidation.
In 2025, Unfrosen expanded operations to 13 European markets and reported sales of EUR 6.5 million, as brands and retailers increasingly sought structured solutions for clearing surplus inventory without undermining pricing or brand positioning. The company now operates across Central, Eastern, and Southern Europe, including Romania, Italy, France, Poland, and the Baltics.
The broader industry…