Germany-based retailer Gebr. Heinemann recently opened a 215-square-foot store at Copenhagen Airport dedicated to selling certified pre-owned luxury items. This boutique offers second-hand handbags from top brands like Chanel, Dior, Fendi, Hermès, Louis Vuitton, and Saint Laurent.

This is Heinemann’s first standalone pre-owned luxury shop at an airport, but they have already tested the concept on cruise ships with great success. Pre-owned retail spaces are featured on Royal Caribbean’s Icon of the Seas and Utopia of the Seas. For instance, Utopia’s store, which launched in July from Port Canaveral, Florida, sells second-hand handbags and watches from brands such as Rolex, Louis Vuitton, Hermès, and Chanel.

These pre-owned offerings complement shops featuring new watches by Tag Heuer, Hublot, and Breitling, alongside perfumes, cosmetics, and liquor. Earlier this year, Heinemann Asia Pacific also introduced pre-owned watches at Auckland Airport in its Luxury Timepieces store.

At Copenhagen Airport, the pre-loved luxury concept will undergo a one-year trial. Sören Borch, Gebr. Heinemann’s director of sales experience, remarked: “We aim to offer customers a spectacular range of exclusive, trendy, and rare products. This new pre-loved shop perfectly complements our assortment and lets us attract new consumer groups.”

Growth of the Pre-Owned Market, Especially in Asia

Demand for second-hand products is rising globally. According to ThredUp’s 2024 Resale Report, the global second-hand apparel market is projected to reach $350 billion by 2028, with Asia leading the growth. However, luxury brands currently don’t dominate this space, based on ThredUp’s analysis of top resale brands by sell-through rates and volume in 2023.

While travel retail caters to high-spending travelers, even they are cutting back, making pre-owned luxury goods an attractive alternative. Heinemann highlighted that these stores allow travelers to enjoy luxury at lower prices while promoting sustainable consumption.

Jan Richter, Heinemann’s head of purchasing for fashion, accessories, and watches, pointed out that luxury items, due to their long life cycles, are perfect for the pre-owned market. He also emphasized that these shops offer rare and hard-to-find pieces, which adds to their appeal. Special items, such as a Birkin bag, are notoriously difficult to purchase, even pre-owned.

Others Enter the Second-Hand Luxury Market

Heinemann is not alone in tapping into this trend. Airport retailer Aer Rianta has opened pre-owned fashion stores at Lisbon and Montréal Trudeau airports, with the latter debuting back in 2021. Cruise retailer Starboard has introduced vintage luxury accessories on Virgin Cruises and Celebrity ships, such as Beyond and Ascent, through a partnership with What Goes Around Comes Around.

As the pre-loved luxury market grows, it is becoming a vital strategy for retailers looking to attract customers who value both affordability and sustainability while offering access to unique and rare luxury items.