TikTok announces Preowned Luxury category, UK’s ‘big 5’ resellers sign up

TikTok Shop has just launched a Preowned Luxury category in the UK and US, which it said will “enable the community to browse and purchase authentic luxury fashion without ever having to leave TikTok”.

It’s a big move for the business that’s a key forum for fashion trends and comes at a time when demand for pre-owned high-end bags, clothes and shoes has never been greater.

The social media giant said the new category will mean that people can “learn more about luxury fashion, find style inspiration and purchase those must-have pieces” while they’re on the platform.

It added that the ‘prelovedfashion’ hashtag has already generated over 62,000 creations on TikTok, and “this launch will enable preloved fashion brands to reach a whole new audience, as the TikTok community looks for more sustainable and accessible ways to embrace luxury fashion”.

The category is launching in partnership with five of the biggest UK names in the industry, Luxe Collective, Sellier Knightsbridge, Sign of the Times, Hardly Ever Worn It and Break Archive, which “have already found huge success on the platform”.

Luxe Collective — which recently benefitted from a £100,000 investment after appearing on Dragon’s Den — has 1.6 million followers on TikTok. 

Sellier meanwhile is said to be the UK’s fastest-growing resale platform for luxury superbrands. It specialises in rare and curated collections, including names such as Chanel, Hermès and Dior. It has physical stores in Monaco and London’s Knightsbridge and Belgravia, but direct to consumer e-commerce via its website and app is also key so the link with TikTok makes huge commercial sense.

Sign of the Times is one of the veterans in the luxury resale space having established its store in Chelsea in 1976. But it has adapted well to the new e-tail world and has over 2.7 million likes on TikTok via its mix of insightful and funny fashion content.

Hardly Ever Worn It — or HEWI as it’s known — was founded purely as an online marketplace and offers a curated selection of pre-owned designer fashion and accessories with a focus on sustainability.

And Break Archive, which was only founded in 2022 by 19-year-old Gabriel Rylka, adds a Gen-Z tone to the category. Its focus is “discovering elusive and exclusive vintage designer treasures” and it also takes a curated approach to its offer. 

Jan Wilk, Head of Operations, TikTok Shop UK, said: “This announcement is an exciting first step in the world of preowned fashion. TikTok Shop is already a leader when it comes to discovery-based commerce and with a vibrant fashion community thriving, this provides a unique opportunity for retailers to reach new audiences and customers with an inspiring and accessible way to embrace luxury fashion.”

The co-founder and CEO of Sellier, Hanushka Toni, added: “This is a really exciting moment for [us]. We’ve built a loyal following on TikTok, amassing hundreds of thousands of followers, so it felt a natural progression to launch as a part of its pre-loved category. We’ve just launched our Sellier Selected marketplace, so this along with our partnership with TikTok Shop continues our mission of making luxury fashion more accessible to everyone.”