Second-hand platform Vinted is taking its first step into physical retail with the launch of ‘House of Vinted’. The one-day showroom will open its doors in London’s posh South Kensington neighbourhood, but not just anyone will be allowed in…
Exclusive showroom
On 22 March, Vinted will launch an exclusive showroom at the Adria Hotel in South Kensington, open for one day and only accessible to Vinted members by invitation. The showroom consists of several themed rooms, including Art Deco Déjà Vu, Modern Eclectic’s Encore and Cottagecore Comeback. Each room offers a carefully curated collection of luxury items, sourced from international influencers and Vinted itself. In addition, visitors can participate in workshops, such as leatherworking, and there is a café for networking.
The ‘House of Vinted’ pop-up aims to increase the visibility of second-hand luxury and introduce consumers to ‘curated fashion’ in a tangible setting. According to Emma Sullivan, creative director of Vinted, the concept is not only about showcasing luxury second-hand clothes, but also about sharing the stories behind these pieces. “House of Vinted is a tribute to the timeless beauty of pre-loved fashion and shows that high-quality items deserve a second life,” Sullivan said.
No one will be able to buy the products on display on-site: they will be sold online on the Vinted platform from 25 March, with part of the proceeds going to Oxfam. So although House of Vinted will be an influencer and marketing event rather than an actual shop, for Vinted, this physical showroom marks a new step. For now, the company is sticking firmly to its online marketplace model, but the pop-up could be a test case for further expansion into brick-and-mortar retail.
