eBay UK to launch trainer swap London pop-up
eBay UK’s successful refocus on its resale origins last year continues apace. The online marketplace giant is set to debut a pop-up store for true sneakerheads on London’s Greek Street, Soho, on 25 March.
The unique ‘Swap ‘Em Out Store’ will offer an “exciting opportunity for sneaker enthusiasts to swap their pre-loved and unworn pairs for a more coveted pair of higher value, or up to triple the value of their original sneakers”. However, it will be a ticketed event with eBay asking for people to apply for a chance to attend.
And as a marketing tactic, a number of attendees will have their trainers swapped for “rare and hyped sneakers of high value” including Nike x Off White Jordan 1 ‘Euro’, Nike Jordan 4 Kaws, Salomon XT-6 Adv Dover Street Market Silver.
Attendees will have access to a sneaker-cleaning service provided by Sneakers ER, while an ‘authentication hub’ will see pairs worth over £100 checked by experts offering an eBay ‘Authentication Guarantee’ programme, “ensuring complete satisfaction and protection for shoppers”. The event will also feature an afterparty with live DJ sets, prizes and entertainment. Funds raised from the event will go towards the DEC Turkey and Syria Earthquake Appeal.
eBay UK sneaker category manager Wahaaj Shabbir said: “Swapping has always been intrinsic to us sneakerheads. In these tough times, where the cost-of-living is making it harder to buy your next pair, we wanted to offer a solution which feels right to the community.
“We’re all about getting sneakers back on feet and hope that by encouraging people to swap and sell, we’ll keep sneakers flowing to people who truly love them.”
In November, eBay returned its focus to the burgeoning pre-loved market promoting only secondhand or refurbished deals in the run-up to the Black Friday/Christmas selling season. At the time, the platform said it wanted to offer a “different approach”, with eBay’s UK boss Murray Lambell announcing it was time to move away from the “buying for buying's sake mentality”. He said the focus on secondhand would help consumers with the rising cost of living and was kinder to the planet.
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