Vinted, a major second-hand fashion marketplace, is expanding into the Australian market after scaling massively in Europe over the last 20 years to over 80 million users.
The fashion platform signed a deal with Australia Post on a new campaign that will support its July 1 launch. Vinted has already launched a dedicated website here, with hundreds of products already listed.
Founded in 2008 in Lithuania, Vinted sells clothes across men’s, women’s, kid’s and designer labels, as well as home and other lifestyle items.
As part of the campaign launch, Vinted will use Australia Post’s owned media network to drive awareness of the platform in Australia.
This comes amid a surge in second-hand clothing over recent years, with local and global players like Uturn and Savers opening stores across the country.
Moreover, Australia Post’s 2026 eCommerce Report found that 46 per cent of Australians buy second-hand items annually, and the Australian recommerce market is estimated to reach USD$6.75 billion by 2029 – or around $9.7 billion in AUD.
The report also found fashion is one of the top categories shoppers want to buy second-hand, at 30 per cent.
Centred on the message “Don’t wear it? Sell it!”, Vinted’s campaign will appear across a mix of Australia Post and Vinted channels, including Parcel Locker wraps and decals, Post Office point-of-sale and signage, Parcel Locker kiosk screens, catalogue, organic social, eDM, and web placements.
Vinted will further amplify the campaign through TV, CTV, BVOD, OLV, influencer marketing PR and digital paid and owned social media channels.
Australia Post’s GM of enterprise brand and retail marketing, Aimee Dixon, said recommerce is moving further into the mainstream, with more Australians looking for simple ways to make the most of what they already own.
“This campaign brings that behaviour into the real world by using Parcel Lockers as both a media channel and a practical proof point,” Dixon said. “They are visible, convenient and already part of how many Australians receive and send parcels.
“As Vinted’s delivery partner in Australia, we’re making it even easier for people to sell and buy second-hand fashion, while encouraging more Australians to discover the convenience of Parcel Lockers.”
The creative rollout will use co-branded Australia Post and Vinted assets.