What: Amazon Europe has teamed up with the British pre-owned designer resale company Hardly Ever Worn It (HEWI) to introduce a curated selection of pre-owned luxury items to its customers in the UK, Germany, Spain, and Italy through Amazon's Luxury Stores.

Why it is important: This partnership represents a significant move for Amazon into the luxury resale market, offering customers access to pre-owned designer fashion at accessible prices. It aligns with Amazon's commitment to innovation and sustainability by promoting a circular fashion economy. Additionally, this collaboration provides HEWI with unprecedented visibility and reach, potentially transforming perceptions of Amazon as a viable platform for luxury brands and resale items.

Amazon Europe's Luxury Stores has partnered with Hardly Ever Worn It to offer a selection of pre-owned luxury fashion items, including women's ready-to-wear, shoes, accessories, jewellery, and watches, starting at 95 euros. This collaboration ensures high-quality pre-owned luxury goods through HEWI's meticulous pre-screening process, addressing customer demand for sustainable and accessible luxury options. Ruth Diaz, VP of Amazon Fashion Europe, and Tatiana Wolter Ferguson, CEO of HEWI, both express enthusiasm for the partnership's potential to innovate the luxury shopping experience and make circular fashion more accessible to a broad audience. Founded in 2012, HEWI has established itself as a leader in the pre-owned fashion sector, serving customers in over 40 countries and now set to expand its reach through Amazon's global platform.

Amazon Europe launches luxury resale partnership