Laced LLC

Laced LLC operates an online marketplace for buying and selling authentic luxury sneakers and related streetwear, primarily serving the UK market. The platform specializes in authenticating products and ensuring secure peer-to-peer transactions, prioritizing fair access to rare and exclusive items for collectors and enthusiasts. Laced has secured $13 million in total funding, including a $12 million Series A round. This significant investment was led by Talis Capital, with additional participation from H&M Group Ventures, B&Y Venture Partners, and Truesight Ventures. The company's operational model includes unique authentication processes and same-day payouts for sellers, enhancing liquidity within the high-value sneaker trading sector. Laced LLC was founded in 2018 by Chris Gibbons. Its business model centers on marketplace commissions or fees from facilitating peer-to-peer sneaker trades between buyers and sellers.

High-Level Overview

Laced LLC is a London-based portfolio company founded in 2018 that operates an online marketplace connecting buyers and sellers of rare, exclusive sneakers and luxury goods, with a strong emphasis on authentication and security.[1][2][3][4] It serves collectors and enthusiasts by solving key problems in the resale market, such as counterfeit risks and slow transactions, through industry-leading authentication, same-day order processing, seven-day deliveries, and instant payouts—far faster than competitors.[1][2][3] The platform has demonstrated strong growth, surpassing $100 million in gross merchandise value (GMV) by mid-2023 and raising $17 million total funding, including a $12 million Series A led by Talis Capital with participation from H&M Group Ventures, BY Venture Partners, Truesight Ventures, and notable angels.[1][2][3][4]

Origin Story

Laced was founded in 2018 by CEO Chris Gibbons in London to simplify access to the latest, most desirable sneakers via a technology-driven, transparent marketplace.[1][2][3][4] Gibbons, driven by the belief that "everyone deserves access to luxury goods," built the company to democratize high-end resale while ensuring authenticity and security—addressing frustrations in opaque, risky secondary markets.[1][3] Early traction included a $1 million pre-seed round three years prior to its 2023 Series A, setting the stage for rapid scaling; pivotal moments include hitting over $100 million GMV and hiring key talent like CTO Chris Conolly (ex-Gousto) and Head of Product Design Doran Black (ex-Farfetch).[1][2][4]

Core Differentiators

• Guaranteed Authenticity: In-house team rigorously authenticates every item (e.g., Nike, New Balance, Yeezy), protecting buyers from counterfeits—a core edge over general marketplaces.[1][2][4][5]
• Speed and Convenience: Same-day processing, seven-day deliveries, and payouts on sale day, outpacing rivals; anonymous transactions enhance privacy and trust.[1][2][3]
• Fair Pricing Model: Fixed-price listings queued by lowest price first, encouraging competitive seller pricing without auctions.[4]
• Tech and Team Focus: Investments in data science, product roadmap, and hires from top firms like Gousto and Farfetch streamline user experience.[1]

Role in the Broader Tech Landscape

Laced rides the explosive growth of the sneaker resale market, fueled by hype-driven demand for limited-edition drops from brands like Nike and Yeezy, amid a larger luxury resale boom valued in billions.[4] Timing is ideal post-2023 funding, as economic headwinds haven't dimmed consumer appetite—evidenced by global peers like Indonesia's Kick Avenue and India's DawnTown raising funds amid sustained interest.[4] Favorable forces include e-commerce maturation, authentication tech advancements (mirroring eBay's investments), and sustainability trends favoring resale to extend product lifecycles, as noted by H&M Ventures.[2][4] Laced influences the ecosystem by setting standards for secure, tech-enabled resale, potentially expanding to broader luxury goods and challenging incumbents.

Quick Take & Future Outlook

With $17 million raised and $100+ million GMV achieved, Laced is primed to accelerate via its post-Series A product roadmap, likely enhancing AI-driven authentication, global expansion, and luxury category growth.[1][2][3] Trends like sneaker culture's mainstreaming, Web3 integrations for provenance, and resale's sustainability push will shape its path, positioning it to capture more market share in a resilient sector.[4] Its influence may evolve from UK niche player to pan-European leader, democratizing luxury as Gibbons envisions—building on secure, fast transactions that hooked early users.[1][3]