I’ll bet you're missing out on the literal best designer deals in the city, and they’re right under your nose. I’m talking current season pieces for up to 90% off, samples straight from the catwalk, and archive pieces you won't find anywhere else.
They’re called sample sales, and if you’re a Londoner, you’re blessed with the absolute best in the country.
But here's the catch – the best sample sales are usually low-key digs and don't get widely advertised, so you'll probably miss them unless you're in the know.
Lucky for you, I am in the know, and I’m about to spill everything (I’m lucky that this is my day job). Let’s break down everything you need to know about finding and shopping London's sample sales like a pro.
What actually is a sample sale?
Sample sales are infrequent sales events that brands use to sell their ‘sampled’ pieces – usually items used for fittings, runway shows, press shoots, and the like.
The pieces are mostly one-offs, sometimes with minor flaws, maybe a mock-up design here and there, but almost always totally unique pieces you won't find anywhere else.
We’re pretty lucky on the sample front.
Since so many designers are based here in London, we get first dibs on samples before they go anywhere else. Plus, all the major fashion houses have their press offices here, which means regular clear-outs of press samples and review pieces there, too!
How to find sample sales in and around London
Let's get into the good stuff – how to actually find them. Because the best ones are literally never going to pop up on a Google search. The pieces will be long gone before there’s a chance for that to happen.
But you do start online.
Use online resources
Get your phone ready because these are your new best friends:
The Ganddee app - I might be biased, but we’re constantly uploading events, maps, and listings of regular sample sales as and when they come up. Best place to find everything “thrift” in one handy place.
Sample Sale London - A member-only sample sale notifier, but it is still a great place to find events.
London Sample Sales on Instagram - They’ll even shop for you if you can’t make it!
Sample Sale Guide: The UK-based website directory with some pretty great sample sales, but not always up to date
Chicmi App - Another app that contains info on London’s biggest sample sales
Pro tip: Turn on post notifications for social media accounts – the best sales often get announced at the last minute, and you’ll need to be quick.
Get in the know with fashion industry sources
The really good sales often start as industry-only events before opening to the public. Get on these lists:
Basically, make friends with absolutely anyone and everyone who works in fashion.
Know the physical locations to watch
These sample sale venues in London regularly host events:
Chelsea Old Town Hall (King's Rd, London SW3 5EE)
What are the different types of sample sales?
There are actually quite a few different types of sample sales, and not all are created equal. Here’s what you're likely to find at various kinds of sales.
Designer sample sales
Think Alexander McQueen, Burberry, and Jimmy Choo. These are the holy grail.
Prices: Usually 60-90% off retail.
What to expect: Mix of samples, past season, and current season.
Sizing: Often limited. Samples are usually UK 8-10.
Pro tip: These usually require signing up in advance.
Multi-brand sales
When PR companies or showrooms clear out multiple brands at once.
Prices: 50-80% off retail
What to expect: Wider size range, more current season pieces
Sizing: Ranges quite well, though you’re unlikely to find sizing above a UK 14.
Pro tip: These are usually less crazy than single-brand sales, so you’ll likely come away with some good stuff!
Press sample sales
Where magazines and PR agencies clear out their closets:
Prices: Up to 95% off retail
What to expect: Current season, lightly used pieces
Sizing: Again ranges well; more likely to find plus sizes here.
Pro tip: These often aren't advertised - you’ll need to be on mailing lists to be in the know.
Archive sales
The rarest but most exciting sales. Big brands selling archived pieces at discount.
Prices: Can be as low as £50 for designer pieces.
What to expect: One-off pieces, past collections, rare finds.
Sizing: Again, limited. Samples are usually UK 8-10.
Pro tip: These are gold mines for unique pieces but require serious digging!
Your basic sample sale calendar
While I can’t give you an exact calendar right here right now (head over to the Ganddee app for that), here’s when you're most likely to find sample sales throughout the year – because timing is quite literally everything.
Peak seasons
May/June: Spring/Summer samples and past season stock.
November/December: Autumn/Winter samples and festive clear-outs.
January: Major post-Christmas clear-outs.
Fashion Week months (Feb & Sept): Industry sample clear-outs.
Regular annual sales
Burberry (Usually April and October)
Jimmy Choo (December and June)
Alexander McQueen (Usually twice a year)
Mulberry (Postseason clear-outs)
Most big designer brands not listed will still make sales twice a year, roughly six months apart.
Your sample sale BFF
There’s a lot of proactivity needed to find the best sample sales, but it can be made a little easier with apps like Ganddee.
Download Ganddee to get notifications about upcoming sales, connect with other sample sales and thrifting lovers, and never miss a designer clear-out again.
Your wardrobe literally depends on it. 😉
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