Chloe Lovett, a 25-year-old entrepreneur in Sheerness, Kent, has scaled a clothing resale hobby into a professional venture. By combining Vinted sales with a physical storefront called Lovett Or List It, she is on track to earn over £100,000 annually.
The £400-a-day Vinted engine
The financial trajectory of Chloe Lovett highlights the scalability of modern resale platforms. According to the report, Lovett now generates up to £400 per day from online orders alone. This digital revenue stream, powered by the Vinted app, serves as the primary growth engine for her business, potentially pushing her annual earnings past the £100,000 mark if current momentum continues.
This rapid ascent follows a period where Chloe Lovett worked a minimum-wage position at a local spa while selling clothes sporadically. The transition to a full-time career began in September of last year, utilizing marketing skills she acquired while assisting her partner, Jake, with his own marketing agency. This combination of digital literacy and entrepreneurial risk-taking allowed Lovett to move from a home-based operation to a commercial enterprise in less than a year.
From a Sheerness council office to a retail hub
The physical exapnsion of Lovett Or List It was born out of necessity. As the volume of pre-loved clothing grew, Chloe Lovett and her partner Jake found that home storage was insufficient and that driving to collect bags of clothes from residents was no longer sustainable. This logistical bottleneck led Lovett to secure a lease on a former council office in Sheerness, which officially opened as a shop in May.
The Sheerness storefront functions as both a retail outlet and a procurement center. Inside the shop, garments are organized by size and color to enhance the customer experience. By providing a central drop-off point, Lovett Or List It has streamlined its supply chain,allowing the business to acquire stock more efficiently than the previous home-collection model.
Rejecting fast fashion for classic Levi's and timeless style
The succeess of Lovett Or List It reflects a broader shift in consumer behavior away from "fast fashion" and toward the circular economy. Chloe Lovett explicitly avoids chasing fleeting trends, opting instead to stock classic pieces that maintain their value over time. As reported, the quality of this curated stock attracts repeat customers, exemplified by a recent instance where a client brought in five pairs of never-worn Levi's jeans with original tags attached.
This trend is part of a wider global movement where Gen Z and Millennial shoppers are prioritizing sustainability and unique "one-off" finds over mass-produced garments. By focusing on timeless quality, Chloe Lovett is positioning her business to survive the volatility of fashion cycles, appealing to a diverse demographic that ranges from teenagers to pensioners in the Kent area.
The missing margins of the "by weight" buying model
While the revenue figures are impressive , several operational details remain unverified.. The report notes that Chloe Lovett buys unwanted garments from customers by weight, but it does not specify the price per kilogram or the percentage of acquired stock that is actually sellable . Because not every item bought by weight finds a buyer, the actual profit margin—distinct from the total revenue—remains an open question.
Furthermore, the source focuses exclusively on Lovett's perspective; it does not include commentary from local Sheerness competitors or industry analysts regarding the sustainability of the "by weight" procurement model in a fluctuating economy. Whether this level of growth is replicable for other small-scale resellers or is a result of a specific local market gap in Kent is yet to be determined.
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