Ecommerce giant Amazon is expanding into the European luxury secondhand market by partnering with U.K.-based luxury fashion brand Hardly Every Worn It (HEWI).

Starting this month, customers in Italy, Germany, the U.K. and Spain can buy “pre-owned” designer items from names like Givenchy, Prada, Burberry, Gucci, and Chanel via Luxury Stores at Amazon in Europe, a marketplace the company describes as showcasing “a curated collection of some of the world’s most sought-after luxury brands.”

Xavier Flamand, VP of Amazon EU Seller Services, commented: “It’s still Day One, and we look forward to growing in Europe with pre-owned luxury and opening a new door for Hardly Ever Worn It to access existing and new luxury customers.”

All items will be pre-screened for quality and authenticity by HEWI, a family-run online designer reseller, which was founded in London in 2012 and now sells to more than 40 countries across the globe.

With annual revenue of $575 billion last year — up 11.8% year on year — and used by a whopping two-thirds of all shoppers in the U.S. to start their retail search, Amazon is keen to keep expanding. It hopes to capitalize on the luxury fashion market, particularly the growing popularity of the resale sector.

Amazon first experimented with pre-owned fashion in the U.S. in 2019, partnering with luxury reseller What Goes Around Comes Around.


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