Sign of the Times secures investment from BrandAlley and Sweaty Betty Founder

The London-based luxury reseller, Sign of the Times, has secured a new investment with the off-price luxury e-tailer, BrandAlley, along with personal investments from industry titans Tamara Hill-Norton, the Founder of Sweaty Betty, and Sarah Welsh, the CEO of N Brown Group.

Founded nearly 50 years ago, in 1976, the Chelsea-based store is renowned as the destination for buying and selling luxury items. The retailer has daily drops at 10 am on the website (wearesott.com) with 5,000 items in total online and 2,000 pieces in-store. These include fashion from the likes of Chanel and Prada to Gucci and Ganni.

The funds will be used for marketing and strategic hires, as well as being used to acquire the assets of Cudoni, which Sign of the Times bought after it went into administration in August. The acquisition of Cudoni assets increased the Sign of the Times database by 35%.

Antonia Johnstone, Owner and CEO of Sign of the Times, commented: "At Sign of the Times we believe strongly in the circular economy and we are thrilled that BrandAlley has the confidence in our brand and the resale market to invest with us. Sign of the Times has grown by 300% in the last three years and we are looking forward to working strategically with BrandAlley in the future to achieve our ambitious growth goals."

BrandAlley, which made up 50% of the investment round, was looking for ways in which to incorporate sustainability and circularity within its business. The new ‘strategic alliance’ will provide them with a white label 'take back service’.

Rob Feldmann, CEO of BrandAlley, said: "At BrandAlley, we provide our customers with the very best designer brands at amazing prices. Increasingly we are using innovative new technologies and channels to maximise customer experiences whilst providing the best purchasing opportunities.

"Our decision to invest in Sign of the Times was twofold; In addition to their brilliant track record and highly experienced teams, they are market leaders in their circular approach. This mindset aligns with our long-term vision to grow our business in a sustainable and circular way. "