Our company

What do you do?

We are a carbon-negative, zero waste online clearance outlet that offers some of the cheapest deals online with up to 70% discounts. We search the global liquidation markets for the best deals to save you time and money while helping to protect our planet.

What is your purpose?

Our planet has a $2.3 trillion problem of excess retail inventory, returns and overstocks. About a third of which ends up in landfill which is wasteful and damaging to our planet. We take the stock, grade it and then resell it on our platforms.

What is your vision?

To be the global innovation leader in the circular economy, secondary markets. We want to help create a world where profit and the planet can both prosper.

What are you doing to achieve the vision?

We want to create the world’s first global sustainable market.

What are your values?

Sustainability is at the heart of everything that we do and governs how we behave. For every tonne of CO2e we emit, the company captures two tonnes of carbon. We love our planet and will leave no footprint.
We believe in doing the right thing for the planet and business.

How do you differ from your competitors?

Our innovative, proprietary technology solutions allow us to scale up operations on a global level so that we can be a one-stop shop for retailers and green-conscious consumers. We want to be the only global solution that sells excess inventory for conscious consumers around the world.

What have you done so far?

We launched in 2021 and raised $2.5million in seed investment against an original target of $1million. We have already launched operations in America and Europe.

Do you work with governments?

Yes, we have worked with government departments to support the reduction in carbon emissions and waste.


Are you carbon neutral?

We have a policy of going beyond carbon neutrality by doubling down on our emissions. So, for every metric tonne CO2e of emissions, we put in place initiatives to remove two metric tonnes.

How do you achieve it?

We are working with One Tree Planted, a tree-planting non-profit enterprise from the US. We planted 165 trees in 2022 to double-down 2021 corporate carbon emissions.

What is 'greenwashing'?

Greenwashing, sometimes called ‘Green Sheen’, is when a company uses marketing and PR to try and deceive the public into thinking that an organisation’s products, aims and policies are environmentally friendly. At GSM, we started with sustainability at the core of our policies and frameworks, which makes it integral to our culture and business practices.

What is ESG?

Environmental, Social and Governance (ESG) criteria are a set of standards for a company’s operations that allow socially conscious consumers and investors to screen a business.

How do you track emissions?

GSM has adopted 25 ESG criteria with 80+ key performance indicators. We used the UN’s 17 Sustainable Development Goals as a foundation, with four being selected as ones where we will have significant impact: Responsible consumption and production; Decent work and economic growth; climate action; life on land.

How much carbon did you offset in 2021?

We offset 33 metric tonnes CO2e in 2021.

What are your Sustainable Development Goals?

From the 17 UN Sustainable Development Goals, we selected four where we will have significant impact: Responsible consumption and production; Decent work and economic growth; climate action; life on land.

Who do you work with to achieve your goals?

We are working with One Tree Planted, a tree-planting non-profit enterprise from the US. We also engaged with Glasgow Chamber of Commerce at COP26, the Netherland Foreign Investment Agency, Terraformation and the International Financial Reporting Standards (IFRS).

What else are you doing to be more sustainable?

We are the first private sector company to partner with Terraformation, which provides global native forest restoration. We are investing in a seed bank to cultivate productive seeds at our strategic locations. GSM was also the only start-up to engage in the International Financial Regulations Standards Consultation to help establish sustainability standards.

What do you do to help others be more sustainable?

We acquire unsold stock, much of which would have gone to landfill. This is not just damaging to the brand of the retail enterprise but is also damaging the planet by wasting resources. Landfills can also become super-emitters of carbon, which leads to global warming. Planet-conscious consumers can also buy goods at big discounts in the secondary market.

Find out more about our company and its sustainability mission:

Circular Economy

What is the circular economy?

The circular economy is a model of production and consumption, which involves sharing, leasing, reusing, repairing, refurbishing and recycling existing materials and products as long as possible. In this way, the life cycle of products is extended and waste is kept to a minimum.

How is it better than the linear economy?

A linear economy follows the take-make-dispose route, which means that raw materials are collected, transformed into products that are used until they are finally discarded as waste. This model puts increasing pressure on the earth’s finite resources.

How is GSM helping?

We are still in our infancy but have already launched in the US and Europe after securing 1.2 million retail products for resale. This has reduced the volume of landfill by 380 cubic metres. These figures will have grown substantially since they were written!

Where are you heading?

We have started with monthly liquidations of 233,000 units but we expect to scale up to 2 million units a month within the next two years.

Zero Waste

What does zero waste mean?

Zero waste is the conservation of all resources by means of responsible production, consumption, reuse and recovery of products and materials without burning and with no discharges to land, water or air that threaten the environment or human health.

Why is waste a problem?

The US EPA has estimated that roughly 42% of all greenhouse emissions are caused by the production and use of goods.

How does GSM help?

At GSM, we prolong the lifecycle of goods by taking liquidated stock, much of which would go directly to landfill.

How much waste have you saved?

We have developed a framework to quantify the landfill area reclaimed and carbon emissions avoided during stock acquisition. We have calculated that so far we have avoided 1.19 tonnes CO2e and 380 metres cubed of landfill volume.

Buying from Deal City

Why should I buy from you?

You can get great bargains at up to 70% discount and help the planet at the same time.

How does buying from Deal City help the environment?

Many of the products that we sell would otherwise end up in landfill so you are supporting the circular economy. In addition, we take a double-down approach to carbon offsetting.

Are you just greenwashing?

No, we are the first start-up to employ an Environmental, Social and Governance Analyst from the outset. We also have Carbon Offset certificates from non-profit partners to validate many of our initiatives.

How do I know what difference it makes if I buy from your website?

We will soon be launching a customer dashboard that will show exactly what difference you have made in terms of savings for yourself and for the planet.

How can I be confident that the products are of the stated quality?

All of our goods are graded and ‘triaged’ to assess quality so we know which is the best market for each. We also have software to make sure that the right product details are used. All of your consumer rights will be in place just like any purchase.

Investing in our company

Is it possible to invest in your company?

Yes, if you are a Venture Capitalist. We have just opened a $10million Series A investment round, which we anticipate considerable interest. Our Seed Fund round was oversubscribed by 150%.

How big is the opportunity?

The US retail returns and overstocks market has grown to $761bn after the explosion of e-commerce during COVID. Globally the market is estimated to be more than $1trillion due to the pain points in the reverse supply chain.

Who has already invested in GSM?

Several high-profile investors are already on board, including the Silicon Valley based Tenacity Venture Capital, led by Ben Narasin. Also we have been backed by Plug and Play, the global accelerator based in Silicon Valley.

What is the problem you are seeking to solve?

The reverse supply chain market has grown considerably during the COVID pandemic and continues to expand at around 35% annually. Many retailers are sending around a third of all overstocks and returns to landfill as it becomes uneconomical to put back into the market. Retail value is also leaked by low value liquidators who re-sell through fire sales with resulting damage to brand equity.

How is your solution unique?

We have built a proprietary technology solution that allows us to economically triage and grade the stock on a global level. We can also harvest all the necessary product detail.

What have you already achieved?

We have started operations in the US and Europe, six months ahead of schedule, after securing $40million of stock for resale. This followed the build of our proprietary cloud tech stack and stock triage software.

What are your growth projections?

We will scale up so that we will be able to liquidate 2 million units a month within 2 years

I'm interested. How do I find out more?

Go to our contact page and get in touch. Someone will come back to you with more details

Doing business with us

How do you help with the reverse supply chain problem?

We are a one-stop shop for liquidated stock. We take off your hands the large number of returns and excess inventory and avoid it going to landfill. This increases the amount of money that you get back and also protects your brand from damage.

What companies are you already working with?

We are currently working with a number of major retailers with global footprints.

What regions are you operational?

Operations have already started in the US and Europe and we have plans to expand our solution globally.

What are your expansion plans?

We are scaling up the operation over the coming years to take it across the world so that we can offer a one-stop solution for enterprise retail which can operate at scale.

Is your solution scaleable?

Yes, our proprietary software means that we are able to handle huge volumes of stock on a global level.

I'm interested to find out more. How do I get in touch?

Go to our contact us page for details on how to get in touch. We look forward to hearing from you.