The Secret Sneaker Store: a pharmacist is preparing to sell 20 million dollars of sneakers

An ex-pharmacist who quit his job at Chemist Warehouse will make more than $20 million in sales in the next 12 months after opening a designer sneaker store stocked with more than 10,000 pairs of shoes.

Edwin Low, from Melbourne, bought what he thought was a ‘rare’ pair of trainers for $500 from a seller in a Facebook group, but felt ‘defeated’ when he opened the box to find that the shoes were fake.

“The seller had a legitimate Facebook profile, but when I tried to get a refund, he immediately blocked me,” he told FEMAIL.

“I quickly told my friends and was shocked when they said that almost everyone buying sneakers on social media will end up running into a scammer.”

After that experience, the 31-year-old launched the Secret Sneaker Store in 2017 – an outlet protecting customers from buying fake sneakers online and giving them the option to choose from over 1,000 edited styles limited, from Yeezys to Jordans and Nikes.

“My very traditional Malay parents thought I was crazy for giving up my steady job at Chemist Warehouse to pursue my dream of opening a sneaker store,” Edwin said.

An ex-pharmacist is set to make more than $20m in the next 12 months after opening a designer sneaker store stocked with more than 10,000 pairs of shoes

The store resells limited-edition sneakers to prevent customers from buying fake sneakers online, while being able to choose from over 1,000 limited-edition styles.

The store resells limited-edition sneakers to prevent customers from buying fake sneakers online, while being able to choose from over 1,000 limited-edition styles.

Before launching the brand, Edwin admitted he initially had 'no money' because he was fresh out of college

Before launching the brand, Edwin admitted he initially had ‘no money’ because he was fresh out of college

He used all of his savings working as a student pharmacist, Uber driver and Airtasker to move lawns to start the business.

“My parents still think I’m crazy – but at least they’re bragging to their friends now that I’m successful and crazy!” Edvin said.

Before launching the brand, Edwin admitted he had “no money” because he was fresh out of college.

“I calculated that I would need at least 400 pairs of shoes to start with, so instead of buying inventory I thought why not try and find a way to help people sell sneakers,” he said.

“But I wasn’t sure if this concept would work or not and I hired a few people to help collect sneakers from friends and family.”

Since 2017, the 31 employees have authenticated more than 100,000 pairs of limited-edition sneakers and prices range from $150 to $14,500 for a pair of Nike x Louis Vuitton Air Force 1s.

Since 2017, the 31 employees have authenticated more than 100,000 pairs of limited-edition sneakers and prices range from $150 to $14,500 for a pair of Nike x Louis Vuitton Air Force 1s.

The Secret Sneaker Store: The Facts

Are the sneakers authentic?

Yes, all items come with a 100% authentic guarantee and have an unalterable SSS authenticity label. SSS has extensive experience in verifying the legitimacy of Yeezys, Supreme, Air Jordans and many other streetwear brands through the 7-point authentication process to ensure that SSS only offers the real thing to its customers. and nothing else !

Are they new or used?

SSS online only sells 100% brand new items. All items listed are in mint condition.

I see 2 items with the exact same style and size but at a different price, why the price difference?

SSS is a consignment store and prices are determined by sellers, so sometimes there are different prices for the same items.

What is consignment?

Consignment is a business model in which a retailer, also known as consignee, agrees to pay a seller or shipper for merchandise after the item is sold. Consignment businesses are typically retail stores that specialize in a particular type of consumer product.

The consignment company accepts the items for sale and agrees to pay the seller a percentage of the proceeds if and when the goods sell.

Another challenge of building a business from scratch was reputation, as Edwin knew it would be difficult for customers to trust his brand with their expensive sneakers to begin with.

From there, he opened a pop-up store for a week to test the concept after receiving sneakers from vendors – and it was a big hit.

“People were lining up to buy and sell shoes, and sometimes before we could even put the sneakers on the shelf, customers were asking us about the size and if they could buy them,” he said. he declares.

From that week alone, it made $16,000, which was huge at the time.

Today, the Secret Sneaker store spans three locations in Melbourne, Sydney and Chadstone

Today, the Secret Sneaker store spans three locations in Melbourne, Sydney and Chadstone

“Everything we resell goes through a rigorous authentication process, labeling shoes with our tamper-evident authenticity tag to mark them as legitimate,” Edwin said. “There is no room for error because our reputation depends on it.”

How to spot a fake designer sneaker:

Always check:

– sewing quality

– if the color seems off

– the smell

– if the number on the shoe matches the box

Today, the Secret Sneaker Store spans three locations in Melbourne, Sydney and Chadstone.

“Everything we resell goes through a rigorous authentication process, labeling shoes with our tamper-evident authenticity tag to mark them as legitimate,” Edwin said.

“There is no room for error because our reputation depends on it.”

Since 2017, the 31 employees have authenticated more than 100,000 pairs of limited-edition sneakers and prices range from $150 to $14,500 for a pair of Nike x Louis Vuitton Air Force 1s.

In addition to the staff, the store uses a technology called “sneaker botters” to not only confirm the authenticity of the sneaker, but also to dictate the sale price of the shoes.

The store also has about 700 resellers per month.

The store also has about 700 resellers per month.

The store also has about 700 resellers per month.

When asked how to tell if a sneaker is genuine or fake, Edwin said there are usually a few key indicators — though that always changes as scammers track design changes.

When asked how to tell if a sneaker is genuine or fake, Edwin said there are usually a few key indicators — though that always changes as scammers track design changes.

When asked how to tell if a sneaker is genuine or fake, Edwin said there are usually a few key indicators — though that always changes as scammers track design tweaks.

Edwin said the details his team is always looking for are differences in color tones, stitch quality, smell and whether the number on the shoe matches the box.

“It’s a real game of cat and mouse as the scammers also keep up to date with changes to the shoes,” he said.

In-store, customers can browse hundreds of Jordan, Nike, Yeezy, Fog Essentials and New Balance products.

In-store, customers can browse hundreds of products from Jordan, Nike, Yeezy, Fog Essentials and New Balance

In-store, customers can browse hundreds of products from Jordan, Nike, Yeezy, Fog Essentials and New Balance

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