Fleek

What it does

Fleek is a London-based startup building AI infrastructure for the global secondhand clothing industry. It operates a B2B marketplace that connects wholesale suppliers and graders with resellers, retailers, and businesses. The platform digitizes the supply chain, offering features like Demand Hub for consistent stock, Virtual Handpick for live video curation, and transparent grading with representative photos. Fleek claims to serve 2,000+ suppliers and 50,000+ buyers across 100+ countries.

Who it is for

Fleek targets three main user groups: new resellers starting out, full-time resellers looking to scale, and shops/online stores needing reliable vintage stock. New resellers benefit from small minimum order quantities (10-20 pieces) and verified suppliers. Full-time resellers can access bulk stock, advanced sourcing tools, and better pricing through Demand Hub. Businesses can plan seasonal drops and handpick bundles to match their aesthetic.

Why it matters

The secondhand clothing industry is fragmented and relies on manual processes. Fleek’s AI infrastructure aims to bring efficiency, transparency, and scale to this market. By digitizing the supply chain, it reduces risk for buyers (buyer protection, quality control) and helps suppliers reach a global audience. The platform also supports sustainability by making vintage and secondhand clothing more accessible for resale.

Launch signal

Fleek has gained traction with 300,000+ resellers and features in media (as seen on site). It offers a mobile app with a £20 discount code. The platform lists thousands of products across categories like Ralph Lauren, Lululemon, Y2K, and Carhartt, with discounts up to 39%. However, specific launch dates or funding details are not available from the provided text.

Brand and naming

The name "Fleek" suggests being on point or trendy, aligning with the vintage and Y2K fashion focus. The brand positions itself as a trusted, tech-enabled marketplace for secondhand clothing, emphasizing buyer protection and quality control. The tagline "Where resellers source their best inventory" reinforces its B2B value proposition.