Laced
Laced is a London-based online marketplace that lets UK consumers buy and sell authenticated sneakers and luxury streetwear across 14+ brand categories. It operates an owned web and mobile platform with human-led multi-point authentication, generating revenue through marketplace transaction fees on verified peer-to-peer sales.
- Company typePrivate
- Founded2019
- HeadquartersLondon, United Kingdom
- Headcount51–100
- GTM typeB2C
- OfferingDigital Commerce or Content
What Laced does
Laced is a London-based direct-to-consumer e-commerce marketplace that enables consumers to buy and sell authenticated sneakers and luxury streetwear. Founded in 2018/2019, the company operates an owned web storefront at laced.com alongside native iOS and Android mobile applications, with all pricing and fulfillment denominated in GBP and oriented to the UK market. The platform connects individual buyers with verified sellers of rare trainers, limited-edition collaborations, and premium streetwear, spanning brand categories including Nike, Air Jordan, Adidas, Yeezy, ASICS, New Balance, Vans, Saucony, Fear of God Essentials, Supreme, Broken Planet, Denim Tears, UGG, and Travis Scott collaborations. As of the May 2023 Series A, the company had surpassed $100 million in cumulative Gross Merchandise Value.
The core technology consists of a marketplace platform with web and mobile front-ends, integrated payment processing, and a structured seller verification and listing workflow accessed via /account/selling/verify. Laced's primary differentiator is its multi-point authentication system, operated by a dedicated team of experienced human authenticators who verify every product as 100% authentic before shipment to buyers — a process designed to address the counterfeit risk that has historically constrained online sneaker resale. The platform also offers premium delivery options and curated merchandising surfaces (New Releases, Best Sellers, Price Drops) to drive conversion.
Laced earns revenue through marketplace commissions and transaction fees on each sale facilitated through the platform, with unit-level pricing across all inventory ranging from approximately £27 for lower-priced items to over £600 for premium collaborations and rare pieces; no subscription pricing is in place. The customer base is split between sneaker collectors and enthusiasts and streetwear fashion consumers on the buy side, and individual sellers and resellers on the supply side. The company has raised $13 million in disclosed venture funding across a $1 million seed round in 2019 and a $12 million Series A in May 2023 led by Talis Capital and H&M Group Ventures, and operates with 51-100 employees from its headquarters at 7 Bell Yard, London.
Laced firmographics
Firmographics- Name
- Laced
- Legal name
- Laced Ltd.
- Website
- https://laced.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Laced is a London-based online marketplace that lets UK consumers buy and sell authenticated sneakers and luxury streetwear across 14+ brand categories. It operates an owned web and mobile platform with human-led multi-point authentication, generating revenue through marketplace transaction fees on verified peer-to-peer sales.
- Ownership category
- akta.pro rank
Laced industry classification
Industry- Product category
- Online Sneaker & Streetwear Marketplace
- NAICS
- Shoe Retailers (45821), Clothing and Clothing Accessories Retailers (45811)
- SIC
- Retail-Shoe Stores (5661)
- akta.pro primary industry
- Fashion & Accessories Marketplaces (CRAFABAA)
Keywords
Where Laced is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Laced business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Marketplace Commission: Laced operates as a marketplace connecting buyers and sellers of rare trainers and luxury goods, earning revenue through transaction fees on each sale facilitated through the platform.
- Product Sales (Direct): The platform facilitates direct sales between buyers and sellers, with Laced serving as the intermediary handling authentication, payment processing, and delivery.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual product pricing across all inventory |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
Laced product offering
Product offeringCore offering
Laced operates an online marketplace that connects buyers and sellers of authenticated sneakers and premium streetwear apparel. All products are verified by a dedicated team of expert authenticators before shipment to buyers, addressing counterfeiting and trust issues in the secondary sneaker market. The platform serves UK consumers with web and mobile experiences spanning brands such as Nike, Air Jordan, Adidas, Yeezy, ASICS, Fear of God Essentials, Supreme, New Balance, and Vans.
Product overview
Laced operates a unified online marketplace platform for authenticated sneakers and luxury streetwear. The core offering combines a buyer-seller marketplace with authentication verification services, mobile applications for iOS and Android, and a seller verification platform. The product portfolio spans multiple sneaker brands including Nike, Air Jordan, Asics, Yeezy, Adidas, New Balance, Vans, and Saucony, alongside streetwear apparel brands such as Fear of God Essentials, Supreme, Broken Planet, UGG, and Denim Tears. Fear of God Essentials is offered as a sub-brand with dedicated category pages for hoodies, sweatshirts, joggers, t-shirts, shorts, and tracksuits. The platform enables peer-to-peer sales with authentication verification and also features curated collections, new releases, and best sellers.
Differentiator
Problem solved
Functional benefit
Products and services
- Laced Marketplace Core online marketplace platform where buyers can browse and purchase authenticated sneakers and premium streetwear, and sellers can list items through a verification process. Laced handles authentication, payment processing, and delivery on each transaction.
- Laced Mobile App Native iOS and Android mobile application providing the Laced marketplace experience on smartphones, including browsing, purchasing, and account management functionality.
Quantifiable outcome
- Surpassed $100 million in GMV (Gross Merchandise Value)
- +1 more outcomes
Companies that use Laced
Customer profileSegments3 records
Ideal customer profiles2 records
Laced technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Laced partnerships and signals
Strategic signalScale indicators4 records
Recent moves6 records
Expansion highlights5 records
Laced competitors and assessment
Company assessmentDirect peers
- StockX: Global online marketplace for buying and selling authenticated sneakers and streetwear, operating an identical model to Laced with authentication, buyer/seller matching, and take-rate economics — direct head-to-head competitor though at much larger global scale.
- Depop: UK-origin peer-to-peer fashion resale marketplace acquired by Etsy, covering streetwear, vintage, and sneakers. Direct competitor in UK market with broader fashion scope but lighter authentication infrastructure.
- GOAT: Leading authenticated sneaker marketplace with global reach, offering new, used, and vintage sneakers with authentication services. Closest direct competitor to Laced with comparable product focus and authentication-driven value proposition.
- StockX (alias listed; alternate identity): See primary StockX entry above.
- Stadium Goods: Authenticated sneaker and streetwear marketplace, now part of Farfetch, offering new and used premium sneakers with authentication. Comparable marketplace model with luxury-streetwear positioning.
- Restocks: Authenticated sneaker and streetwear resale marketplace competing directly with Laced in the UK and European markets with comparable brand coverage and authentication-led positioning.
Regional players
- End Clothing: UK-based premium streetwear and sneaker retailer offering both new retail and resale of sneakers and apparel. Comparable to Laced in UK geography and streetwear/sneaker category overlap, though inventory-led rather than marketplace model.
Broad incumbents
- eBay: Global general merchandise marketplace with a dedicated authenticated sneakers program (eBay Authenticity Guarantee). Operates as a broad incumbent in the same resale category, providing significant competitive pressure on specialist platforms like Laced.
- Flight Club: Established US-based sneaker consignment retailer with brick-and-mortar stores plus online marketplace, offering authenticated new and used sneakers. Larger incumbent with similar authentication-led model but broader geographic footprint.
Emerging players
- Vinted: European peer-to-peer fashion resale marketplace covering apparel and increasingly sneakers. Partial overlap with Laced on fashion resale mechanics, though with limited authentication infrastructure for high-value sneakers.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Laced social profiles
Digital presenceLaced financial estimates
Financial estimateRevenue estimate
Valuation estimate
Laced leadership team
Management profileNumber of profiles
Profiles1 record
Laced funding detail
Funding detailFunding overview
Funding rounds2 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Laced M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Laced
What does Laced do?
Laced operates an online marketplace that connects buyers and sellers of authenticated sneakers and premium streetwear apparel. All products are verified by a dedicated team of expert authenticators before shipment to buyers, addressing counterfeiting and trust issues in the secondary sneaker market. The platform serves UK consumers with web and mobile experiences spanning brands such as Nike, Air Jordan, Adidas, Yeezy, ASICS, Fear of God Essentials, Supreme, New Balance, and Vans.
Is Laced a public or private company?
Laced is a private company. It is classified as venture growth investor backed and is currently operating.
When was Laced founded?
Laced was founded in 2019. It employs 51 to 100 people.
Where is Laced based?
Laced is headquartered in London, United Kingdom, in the Europe region.
How does Laced make money?
Two revenue lines are on record. Marketplace Commission is the primary driver. The others are product Sales (Direct).
Who are Laced's main competitors?
Direct peers on record are StockX, Depop, GOAT, StockX (alias listed; alternate identity), Stadium Goods and Restocks. End Clothing is listed as a regional player. Broad incumbents are eBay and Flight Club. Vinted is listed as an emerging player.
Does Laced have an API?
No public API is recorded for Laced.
What industry is Laced in?
Laced's product category is Online Sneaker & Streetwear Marketplace. Its primary akta.pro industry code is CRAFABAA, Fashion & Accessories Marketplaces. Its NAICS code is 45821 and its SIC code is 5661.