Amazon Europe's Luxury arm enters resale through HEWI link

Luxury Stores at Amazon Europe has unveiled a collaboration with high-end resale platform Hardly Ever Worn It (HEWI), “offering an assortment of pre-owned items from coveted luxury brands”. HEWI has launched a storefront, introducing a “curated assortment” of pre-owned styles for the first time to the high-traffic platform.

Customers in the UK, Germany, France, Italy and Spain can now “browse pre-owned (but never or ‘hardly ever’ worn)”, designer items across women’s ready-to-wear, shoes, accessories, jewellery and watches.

The company said the introduction of pre-owned on Luxury Stores at Amazon in Europe” comes with a meticulous pre-screening process designed by Hardly Ever Worn It, ensuring the highest quality of each item”.

Ruth Diaz, VP, Amazon Fashion Europe, said: “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”.

The HEWI arrival comes with a new campaign, in which Amazon “invites customers to discover ‘luxury finds, loved before’. Shot against foliage and flowers in a dramatic hothouse and plush garden setting, models Ikram Abdi and Noel Capri are resplendent in a colourful collection of Hardly Ever Worn It’s desirable luxury brands”. They were photographed by Ben Weller and styled by Ashlee Barrett-Bourmier.

HEWI CEO Tatiana Wolter Ferguson said the collaboration with Amazon “is a testament to our commitment to making high-end circular fashion accessible to a diverse and wide-reaching audience. By joining one of the world’s most trusted market places, we are able to bring this to fruition, enabling more people to experience the joy of resale”.