Amazon forays into pre-owned fashion retail with Hardly Ever Worn It

Hardly Ever Worn It (HEWI), a British company specialising in pre-owned designer resale, has teamed up with Amazon Europe’s Luxury Stores to present a curated assortment of pre-owned fashion to Amazon customers in the UK, Germany, Spain, and Italy.

This collaboration introduces pre-owned designer items encompassing women’s ready-to-wear, shoes, accessories, jewelry, and watches from luxury brands to Amazon customers.

Amazon highlighted the pre-screening process conducted by Hardly Ever Worn It, ensuring the highest quality for each item and establishing a trusted platform for customers seeking pre-owned luxury goods.

Amazon’s foray into pre-owned goods aligns with its dedication to innovation and engaging a diverse customer base, offering accessible luxury and contributing to a more circular future.

The partnership signifies heightened visibility for luxury resale, as many luxury brands had previously overlooked Amazon’s platform as a potential sales channel for full-price luxury items.

Ruth Diaz, VP of Amazon Fashion Europe, expressed excitement about expanding the luxury offering with Hardly Ever Worn It, aiming to include more beloved brands and styles for customers.

This move allows Amazon to innovate and engage with its diverse customer base while providing an opportunity to offer accessible luxury.

Tatiana Wolter Ferguson, CEO of Hardly Ever Worn It, emphasised that the collaboration with Amazon marks a new level of visibility for luxury resale and reflects the company’s commitment to making high-end circular fashion accessible to a broad audience.

Founded in 2012, Hardly Ever Worn It has been at the forefront of the pre-owned fashion category, initially establishing its presence in the UK and subsequently expanding globally to cater to customers in over 40 countries.