As consumer spending continues to shift towards a more conscious approach to consumption, the resale market is booming and there are a host of both big and smaller companies stepping up to the mark (see our recent feature highlighting the amazing Mae Vintage). Forgotten are the days of luxury brands pooh-poohing secondhand sellers - many are in fact launching their own pre-loved initiatives, like Valentino Vintage and Gucci Vault- and us caring about slipping into someone else’s “old” shoes.

A survey by Statista Consumer Insights showed that in 2023 60% of online shoppers in the UK have bought a secondhand item in the past year, and according to the Ellen MacArthur Foundation, pre-owned goods will make up 23% of retail sales by 2027. London-based reseller, Hardly Ever Worn It (HEWI) is a veteran in the game, having launched over a decade ago when the resale market was merely an ambition to highlight both the value and the sustainability credentials of luxury pre-loved platforms..

After witnessing exponential growth following crowdfunding and investment, the family-founded business has announced a new partnership with Luxury Stores on Amazon. Yes, you read that right. Amazon Fashion, not the first place you think of getting an £11k Hermès Birkin or Those Row loafer heels you missed out on the first time around.

“We’re thrilled to expand our luxury offering with Hardly Ever Worn It this year, to include more of our customers’ favourite brands and styles," says Ruth Diaz, the head of Amazon Fashion Europe. “We’re always looking to innovate and engage with our diverse customers, and launching pre-owned goods allows us to do just that, whilst also creating an opportunity for us to offer our customers accessible luxury”.

David Brittain, Head of Business Development at Amazon Fashion shared, "We want to offer customers more sustainable options and this includes pre-owned items. We additionally offer hundreds of thousands of products with sustainability certifications via the Climate Pledge Friendly program, and recently unveiled our first-ever private brand that was consciously created, called Amazon Aware."

From today shoppers can open their Amazon apps to browse pre-owned (but never or ‘hardly ever’ worn) designer items across women’s ready-to-wear, shoes, accessories, jewellery and watches from coveted luxury brands. With the launch of Luxury Stores in 2020 (read our interview with Eudon Choi who recently landed on the site), it’s a game changer to be able to buy pre-loved items on the website behemoth and we’ll be watching (and shopping) closely on how this initiative pushes the boundaries of what you can buy, where.

Discover more at (make sure to type in Luxury Stores in the search bar!)...

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