A 25-year-old woman from Sheerness, Kent, Chloe Lovett, has turned a second-hand clothing resale business that began as a side hustle into a full-time career, now earning up to £400 a day in online sales—a pace that could put her annual income above £100,000.

Lovett previously worked a minimum-wage job at a local spa and sold second-hand clothes on and off on Vinted for years to supplement her income. Last September, she decided to go all in, and in May of this year she opened her first physical store, "Lovett Or List It," in Sheerness, while continuing to run the online business, combining the two into a complete business model.

Lovett says she works at full capacity six days a week, and the business is far busier than she expected. She admits to having "imposter syndrome," but says customers are highly appreciative. She credits part of her success to skills she built while helping her partner, Jake, run a marketing agency.

The physical store was formerly a town council office building, and Lovett rented it after being drawn to the space. Inside, second-hand clothes are displayed categorized by color and size, and customers range from teenagers to retirees. She buys idle clothing from customers by weight and resells it both online and in person. She favors classic styles, believing they are durable and long-lasting, better than "fast fashion" trends. Recently she received five pairs of never-worn Levi's jeans with tags intact, which proved very popular with customers.

Online sales remain the main source of income, and her personal website just launched last week. Some other resellers' operators buy up leftover items in the store, achieving zero waste. Currently, she runs the business alone with a hound named Dolly, who often draws customers in. She plans to rent an industrial unit in six months to expand and hire staff. Lovett says changing career paths was "the right choice," and she loves the freedom and fun of running her own business.

Source: 'I turned my Vinted hobby into a full-time job - now I'm on track to make £100k' - Discover SWNS · Originally published 2026-09-02