Dive Brief:
- EBay is opening a pop-up store dedicated to sneakers on Fairfax Avenue in Los Angeles, the e-commerce company said in a press release.
- Named the "Wear 'Em Out Store," it offers lower pricing for customers who wear purchases out of the store.
- To promote it, eBay previewed the Wear ’Em Out Store's inventory at the Sneaker Con in Anaheim, California, during the weekend and has collaborated with rapper Offset to help curate the offering. The store is set to open for the duration of the Memorial Day weekend, from May 27 through May 29.
Dive Insight:
EBay's latest pop-up is tied to a key category for the internet marketplace. The company says 14 pairs of sneakers sell on its platform every minute.
EBay has made some investments in the category in recent years to buoy sales and its market position. In 2020, it began verifying the authenticity of sneakers sold for more than $100 on its site, which is part of eBay's broader Authenticity Guarantee program that also includes timepieces, handbags and trading cards.
Since launching the verification program for shoes, 2 million sneakers have been authenticated worldwide, according to the company. Last year, eBay bolstered the program by buying Sneaker Con's authentication arm. The company said at the time that the acquisition would help increase users' trust in purchasing shoes from the platform.
While eBay's website is a medium for collectors to buy, the Wear 'Em Out Store is focused on getting sneakerheads to wear versus store their purchases. A survey commissioned by eBay found that the majority of respondents wear less than half of their sneaker collections.
"The Wear 'Em Out Store is designed to help sneakerheads live in the moment and encourages them to show off their favorite styles, on their feet this summer," eBay said. Garry Thaniel, general manager for Sneakers at eBay, said in the release that the store "celebrates a love of sneakers, while acknowledging that sneakerheads are often balancing what they wear with what they keep in the box."
EBay launched another sneaker-related pop-up last November during the holiday shopping season with its "Hard to Find Sneaker Shop" in Detroit that featured a collection by sneaker seller Jaysse Lopez as well as a rare display of the full Off-White x Nike Dunk Low collection.
EBay launched other "Hard To Find" pop-ups last year during the holiday season, including a collectibles shop in Houston and a luxury shop in Miami.
A spokesperson said by email that Los Angeles is for now the only confirmed location for the Wear 'Em Out pop-up, though "eBay is continuing to look for in-person opportunities to connect with sneakerheads everywhere."
