Greg Grenfield, the founder and owner of WeBuyBrands, a Bryanston-based business, is turning designer dreams into everyday access.

 

• A growing number of South Africans are waking up to the stylish, sustainable, and savvy world of preowned luxury.
• The preloved luxury market is no longer just a trend – it’s a fast-growing lifestyle shift, and WeBuyBrands is riding that wave with conviction.
• WeBuyBrands is thriving in a niche that merges the desire for high-end pieces with the pragmatism of modern consumerism.
• Visit www.sandtontimes.co.za for more stories.

 

Luxury isn’t what it used to be – at least not exclusively. Gone are the days when high-end fashion and accessories had to be bought new, sealed in velvet boxes with price tags that could buy you a small car.

 

WeBuyBrands is giving luxury a second life — and South Africans a fast, reliable way to cash in on their high-end closets. Founded by serial entrepreneur Greg Grenfield, the platform specialises in buying authenticated, pre-owned luxury goods from everyday sellers, offering instant quotes and hassle-free pickups. Whether it’s a Louis Vuitton handbag, a Rolex timepiece, or Gucci sneakers, WeBuyBrands has created a streamlined resale solution that blends speed, trust, and top-tier fashion, all while tapping into the growing circular economy. Greg’s journey into luxury resale didn’t start in fashion.

I was in the insurance game for many years. After stepping away from that business, I needed something new – something sustainable. One night, the idea just hit me. The concept of WeBuyBrands came to me fully formed.

// Founder and Owner of WeBuyBrands, Greg Grenfield

 

The idea was simple: luxury items have long-lasting value, and in South Africa, there are plenty of people who love luxury, and plenty more who need to sell it – quickly.

People fall on tough times. Maybe they don’t have insurance. Maybe they need cash, fast. We realised if we could offer an immediate, cash-based service, we could solve a real problem.

// Founder and Owner of WeBuyBrands, Greg Grenfield

 

And that’s precisely what makes WeBuyBrands different. While many players in the second-hand luxury market operate on a consignment basis, WeBuyBrands cuts out the middleman and speeds up the process.

We’re 99.9% cash-based. That means if someone brings us a genuine Gucci belt or Louis Vuitton bag, we authenticate it and can release payment within 24 hours.

// Founder and Owner of WeBuyBrands, Greg Grenfield

 

This model is a game-changer. Where consignment-based platforms might take weeks – or even months – to sell an item and pay out, WeBuyBrands deals in immediacy.

If someone’s in a tight spot, they don’t have time to wait for a buyer. We assess, offer, and pay. Done.

// Founder and Owner of WeBuyBrands, Greg Grenfield

 

Of course, speed is only part of the story. Authenticity is the other critical ingredient. Greg and his team use trusted third-party authentication services to verify every piece.

We work with companies that specialise in this. If a customer is unsure, we provide certificates of authenticity.

// Founder and Owner of WeBuyBrands, Greg Grenfield

 

It’s a necessary safeguard in a market where fakes and counterfeits can be worryingly close to the real thing. Greg recalls one particularly sophisticated attempt involving a Louis Vuitton bag, original packaging, and a forged receipt.

People get creative. But we’ve built in strict protocols to protect ourselves and our clients.

// Founder and Owner of WeBuyBrands, Greg Grenfield

 

So, what are people buying?

Handbags dominate. Gucci, Louis Vuitton, Dolce & Gabbana, Cartier – these are the big names. There’s no Chanel store in South Africa, so anything from them is hot. The more mainstream the brand, the faster it moves.

// Founder and Owner of WeBuyBrands, Greg Grenfield

 

And then there are the rare gems. Greg recalls one unforgettable find.

It was a Louis Vuitton x Takashi Murakami bucket bag. The owner had moved overseas, and their son found it while clearing out the house. He didn’t realise what he had. We did some digging – turns out the last one in similar condition sold for $26’000.

// Founder and Owner of WeBuyBrands, Greg Grenfield

 

While the idea of wearing someone else’s handbag or sneakers might once have raised a few eyebrows, that stigma is fading fast.

People are getting smarter about how they spend. Let’s say you buy a Louis Vuitton Neverfull Bag for R40’000 at the store. We might have the same one in immaculate condition for R23’000. No one will know you bought it preowned – but you’ll know you saved R17-000.

// Founder and Owner of WeBuyBrands, Greg Grenfield

 

That being said, Greg notes that while buyers are embracing the concept, sellers sometimes still hesitate.

There’s this pride in saying, ‘I buy my stuff new.’ But I’ve had clients buy something from us and then post it online as if they bought it directly from Louis Vuitton. Which is fine – because the quality speaks for itself.

// Founder and Owner of WeBuyBrands, Greg Grenfield

 

While certain brands hold their value well – like Hermès, thanks to its brilliant marketing – Greg is candid about the realities.

Most luxury items lose value the moment they leave the store. I always tell clients: think with your head, not your heart.

// Founder and Owner of WeBuyBrands, Greg Grenfield

 

Every now and then, trends shift unexpectedly.

There was this Louis Vuitton sneaker drop in 2022. We didn’t see a single pair for ages. Then suddenly, a bunch came in within weeks. You get pockets of supply like that, but the core demand is always around the established powerhouses.

// Founder and Owner of WeBuyBrands, Greg Grenfield

 

At its core, WeBuyBrands is a business built on accessibility, speed, and trust. It’s for people who want a little luxury without losing their shirts – or for those needing to cash in on high-end items during tough times.

I’ve been a salesman my whole life. But this isn’t just about selling. It’s about helping people—whether they’re buying, selling, or just trying to find their way back to stability. And as long as luxury exists, there’ll be a place for WeBuyBrands.

// Founder and Owner of WeBuyBrands, Greg Grenfield

 

WeBuyBrands is re-imagining the luxury resale experience by turning pre-owned designer pieces into instant cash offers with speed, security, and style – making it easier than ever to de-clutter, earn, and extend the life of fashion’s most coveted brands.

 

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