The secondhand fashion brand Uao! has established itself in just seven months as a leader in the sector in Barcelona. Founded by four partners of Italian origin, the brand has managed to capture the attention of nearly 25,000 followers on social media thanks to a selection focused on items imported directly from Italy, including internationally renowned brands and sportswear.
After opening its first store in the Raval neighborhood in September 2025, high demand led to the opening of a second location in the Born neighborhood just a month ago. The project, which is already planning a third opening for 2026, bases its business model on the constant availability of brands such as Nike, Levi’s, and Ralph Lauren, alongside luxury brands like Versace and Dolce & Gabbana.
A tiered pricing system
Uao!’s business strategy stands out for its rotating pricing schedule, which begins with the arrival of selected batches. As Davide, one of the project’s partners, explains, items classified as “premium” are initially offered for sale at prices ranging from €9.95 to €12.95.
As the weeks go by, the prices of items remaining in-store gradually decrease. This system culminates at the end of the month with sales reaching as low as €3.95, which draws large crowds to its stores. Due to how quickly stock sells out, management recommends following their digital platforms to find out the exact dates for restocking.
Expansion and complementary offerings
The brand does not limit its catalog exclusively to clothing. Its stores feature sections dedicated to accessories, cosmetics, and handbags, offering a comprehensive selection for updating one’s wardrobe with secondhand items. This variety has made its stores regular hotspots for content creators and vintage style enthusiasts.
Currently, Uao! keeps its two retail locations open with extended hours throughout the week:
- Raval (Maria Aurèlia Capmany, 25): Open from 10:00 a.m. to 10:00 p.m.
- Born (Princesa, 19): Open from 11:00 a.m. to 9:00 p.m.
With an eye on the near future, the brand’s leaders confirm that the goal for this year is to expand its presence in the Catalan capital with at least one additional retail location.
