Emily Benton, a 34-year-old former pub manager, has achieved a six-figure turnover of £100,000 in just six months by reselling pre-loved and end-of-line clothing on eBay. This milestone marks a dramatic shift from her previous minimum wage job in hospitality, where she worked as a waitress before becoming a pub manager.
From Pub Manager to E-commerce Entrepreneur
Emily's entrepreneurial journey began in 2018 when she opened a consignment-based shop called "The Fluffy Cow" in Bewdley. However, the Covid-19 pandemic forced her to close the physical store in 2020, prompting a pivot to online sales. Drawing on her experience as a hobbyist reseller—which started with a lucky find of luxury footwear at a discount retailer—she transitioned her brand to a digital-first approach.
"I feel like I’ve always been business-minded," Emily said. "But when I used to go to charity shops when I was younger, it never registered in my head that there was a whole circle of re-sellers out there."
Diverse Sourcing and Live Stream Auctions
Emily's success is built on a diverse sourcing strategy. She acquires unique pieces from charity shops and car boot sales, as well as non-faulty store returns and end-of-line items from wholesalers, which she notes prevents usable goods from entering landfills. A key driver of growth has been eBay live streams, where she hosts real-time auctions. On average, she conducts three to four live streams per week, selling between 100 and 150 items per session.
Last year, Emily turned over £86,000, and she has already met and exceeded her £100,000 goal for 2026. She now operates from a dedicated unit and plans to scale further by hiring staff and increasing collaborations with retailers to handle end-of-line stock.
Future Plans and Sustainable Mission
Emily remains passionate about fashion and has a long-term dream of launching her own knitwear line. "It’s mind-blowing that eBay has become my full-time career," she said. "It’s saving clothes from landfill, it’s a sustainable career, and it’s just like a treasure hunt every day."
