Chloe Lovett, 25, has transformed her Vinted side hustle into a full-time business, generating up to £400 a day in online sales and on track to earn £100,000 this year. She quit her minimum wage job at a local spa to focus on reselling vintage clothes, eventually opening a brick-and-mortar shop called 'Lovett Or List It' in Sheerness, Kent, in May.
From side income to full-time venture
Chloe had been selling clothes on the resale app Vinted on and off for years, supplementing her income from a minimum wage position at a local spa. In September, she decided to give it her full attention and turned her love of fashion into a full-time job, ramping up her online clothing sales. By May, the venture had grown into a fully-fledged business when she launched her first physical store close to her home in Sheerness, Kent.
Chloe said: "I am fully booked six days a week. It is honestly so busy. I just didn't think it would take off like this. You get imposter syndrome." She added: "I have people come in weekly just to see what I have got new in. I thought that no one knew who I was or what I was doing. It obviously went crazy. Now the money is coming in but I am really stingy, I won't go out and spend it."
From home to high street
Previously, Chloe had been helping her partner Jake with his marketing agency, an experience she credits with providing her invaluable transferable skills. Initially running her business entirely from home, she quickly found herself in desperate need of additional space. With Jake having spent considerable time driving to customers' homes to collect bags of clothing, it eventually became unsustainable, prompting him to urge Chloe to find a dedicated drop-off location.
Driving past the former council offices in Sheerness, she was struck by the building's incredible appearance, prompting her to arrange a meeting with the owner and take the plunge. The shop officially opened its doors in May, boasting rails of pre-loved clothing neatly organised by both colour and size.
Chloe said: "I was using Vinted just for a bit of money on the side. I had done it on and off for a few years but always got busy with other stuff. In September I just decided to give it my all and see where it takes me. I never thought that so quickly I would be where I am now."
Business model and customer base
Chloe purchases unwanted garments from customers by weight before reselling them both online and in store. Her preferred pieces are timeless, classic staples that transcend fleeting fast fashion trends and stand the test of time. So far, there is no distinct pattern in who visits the shop, with clientele ranging from teenagers through to pensioners. The boutique operates six days a week, with Sundays reserved as a well-earned rest day.
While Chloe accepts "everything and anything" women's related, she has developed a keen understanding of precisely what her customers wish to find. She credits her remarkable stock for much of her success, with one generous donor contributing five pairs of brand-new Levi's jeans, still bearing their original tags. She added: "I am learning along the way. The shop has been in a hundred different styles, and I have now got it to where I want it to be. It is crazy what people have and what people don't wear. It is a lot of stuff that was bought in the sale. They picked it up because psychologically they thought they were getting a saving even if they didn't like the item or know where to wear it."
Future plans and solo operation
Despite the shop's popularity, the bulk of Chloe's revenue stems from online sales, with her website having launched last week. She also attracts other resellers who purchase pieces her regular customers aren't keen on, ensuring nothing goes to waste. Currently, she's running the business solo – accompanied by her Jagdterrier Dolly, who's become an absolute hit with shoppers.
Her ambition is to relocate to a commercial industrial premises within six months and expand her team then. Chloe said: "I enjoy it just being me. Loads of people were saying that I should get someone in but I just enjoy doing every aspect myself." She added: "Obviously give it six months and I will definitely need someone to help me but I just really enjoy my own company. When my dog is not in here, every single person who comes in asks where is the dog. Everyone comes for her. She gets paid in treats."
Chloe continued: "I have definitely made the right choice. It is really fun. I love working on my own and doing what I want to do."
