Authentic sneaker marketplace Laced expands to Europe

Laced, the online marketplace for authentic luxury sneakers, is now available to buyers and sellers in Europe. As part of the expansion, Laced has launched a number of currencies, and dedicated German and French language websites, ahead of rolling out Italian and Dutch sites.

Laced, which launched in the UK in 2018, is offering customers in Europe the same authenticity-guaranteed wide-ranging product library available in the UK for the last half a decade, including rare and exclusive sneakers, major brand collaborations, and everyday favourites such as Air Jordans, Nike Dunks, and New Balance. Sales are facilitated in euros, while buyers have access to Laced stock across both Europe and the UK.

Founded by CEO Chris Gibbons, Laced provides a secure, transparent and easy-to-use service for collectors and enthusiasts to buy and sell their items, providing sellers with generous terms and conditions, fair prices and same-day-as authentication payouts. It also provides buyers with access to trusted delivery partners including DPD, DHL and UPS.

Technology-enabled access to authentic luxury goods

Luxury goods and sportswear have long been the most successful segments in the wider apparel, luxury and fashion sector, and the European sneaker market is estimated to produce $16.4bn (£13bn) in revenue each year. Demand for these products is high, however, this appetite is increased due to the scarcity and inaccessibility of the products. This is because often some premium products are released in a way that is not equitable for all, such as in-person drops and online raffles, which are plagued by the use of bots.

Laced offers transparent access to the sneaker resale market, allowing people to purchase the luxury items they want, without the need to enter raffles for the latest sneakers. Laced’s marketplace is anonymous, with the identities of buyers and sellers never revealed. Each transaction is handled safely and securely.

 

The counterfeit sneaker market was worth more than five times the value of the legitimate market in 2021, meaning the sale of fake sneakers has become a major problem on resale sites. To ensure the authenticity of every pair sold, Laced has a dedicated team of in-house authenticators that thoroughly check every pair before they are sent to the buyer. The unique authentication process was developed by Matt Miller, Laced’s Head of Authentication Operations, and one of the most respected individuals in the industry.

Laced founder and CEO Chris Gibbons comments: “Half a decade after launching in the UK, and having become the most trusted resale site in the country, it’s with immense pride that we are now expanding into Europe, offering our same great authentication processes, product library and customer service to European buyers and sellers.

“At the heart of the Laced platform and mission lies our belief that everyone, wherever they are, should be able to go online, purchase luxury goods and have them delivered to their door in the easiest way possible. Expansion into Europe means we will be putting more genuine items in the hands of more customers, which has been our goal from the very start.”

Laced is headquartered in London and currently has a headcount of 80+. Expansion into Europe will grow Laced’s staff by at least 25%, creating a number of jobs on the continent, in departments such as content marketing, operations and logistics.

The business raised a $12m Series A round earlier this year, led by Talis Capital and with participation from H&M Group Ventures. Laced also recently revealed a rebrand, in partnership with London-based creative agency SomeOne, in preparation for their European expansion.