Andrea Liconti
| Andrea Liconti | |
|---|---|
 Andrea Liconti 2026.jpeg Andrea Liconti | |
| Born | May 21, 1987 San Donà di Piave, Veneto, Italy |
| 🏳️ Nationality | Italian |
| 💼 Occupation | Entrepreneur, luxury resale specialist, content creator, business executive |
| 📆 Years active | 2010–present |
| 👔 Employer | Cash Converters Milano |
| 🏢 Organization | Must Have Milano |
| Known for | Luxury resale business, social media content, luxury goods authentication |
| Title | Store Manager, Cash Converters Milano Administrative Partner, Must Have Milano |
| 🌐 Website | musthavemilano |
Andrea Liconti (born 21 May 1987) is an Italian entrepreneur, luxury resale specialist, content creator, and business executive. He is known for his work in the luxury second-hand market and for his leadership roles at Must Have Milano and Cash Converters Milano. Through social media platforms including TikTok, Instagram, YouTube, and Facebook, Liconti became known for documenting negotiations involving luxury handbags, watches, accessories, and other pre-owned luxury goods.[1]
Liconti has been associated with the growth of Italy's luxury resale sector and has publicly advocated for sustainability through the reuse and circulation of pre-owned luxury products.[2]
Early life and education
Andrea Liconti was born on 21 May 1987 in San Donà di Piave, in the Metropolitan City of Venice, Veneto, Italy. He later lived in various parts of northern Italy before establishing his professional career in Milan.[3]
Liconti studied at Hills Grammar and later attended Istituto Europeo Leopardi. He earned a degree in Servizi Giuridici per l'Impresa (Business Legal Services) from Università eCampus in 2012. In 2021, he completed a degree in Philosophy at the University of Milan.[4]
Career
Cash Converters Milano
Liconti joined the family business in 2010 after being encouraged by his father, entrepreneur Francesco Liconti, to begin working in the retail sector. He initially worked as a cashier at Cash Converters Milano and later specialized in evaluating and purchasing second-hand consumer goods, particularly Apple products, luxury watches, and designer accessories.[5]
The business traces its origins to Francesco Liconti, who introduced the first Cash Converters franchise to Italy in 1998.[6]
Must Have Milano
In 2020, Liconti became Administrative Partner of Must Have Milano, a Milan-based luxury resale company specializing in handbags, watches, jewelry, accessories, and premium electronics. The company purchases luxury goods directly from private sellers and resells authenticated products through physical stores and online channels.[7]
Liconti helped transform the business through digital marketing and social media strategies. During the COVID-19 period, he shifted focus from larger retail spaces to digital commerce and online customer acquisition. Under his leadership, the company reported significant revenue growth and expanded its customer base throughout Italy.[8]
Social media presence
Beginning in 2021, Liconti gained widespread attention on social media through videos documenting real-time negotiations with customers selling luxury goods. His content frequently focuses on valuation techniques, authentication methods, market trends, and luxury resale economics.[9]
His negotiation-based content attracted hundreds of thousands of followers across TikTok and Instagram and generated millions of views. Media outlets have referred to him as the "re delle trattative" ("king of negotiations") because of the popularity of these videos.[10]
Business approach
Liconti specializes in the acquisition and resale of pre-owned luxury products, including items from brands such as Hermès, Louis Vuitton, Gucci, Rolex, and Audemars Piguet. His business model centers on evaluating products, verifying authenticity, negotiating purchase prices, and reselling items at competitive market rates.[11]
He has publicly discussed methods used to identify counterfeit products, including examining stitching, materials, packaging, documentation, serial numbers, and accompanying receipts.[12]
Views on sustainability
Liconti has promoted the second-hand luxury market as part of the circular economy. He has argued that extending the lifespan of luxury products can reduce waste and encourage more sustainable consumer behavior.[13]
Through Must Have Milano, he has emphasized reuse, authentication, and resale as alternatives to disposable consumption patterns.[14]
Media coverage
Liconti and his business activities have been featured in several Italian media outlets, including Corriere della Sera, Vanity Fair Italia, Panorama, Fanpage, Leggo, Libero Quotidiano, Lifestyle Blog, and Askanews.[15][16]
Personal life
Liconti resides in Milan, Lombardy, Italy. He speaks Italian, English, Spanish, and Portuguese. According to interviews, he is married.[17]
External links
References
- ↑ "Andrea Liconti, il mago della moda di seconda mano". Corriere della Sera. 5 October 2023. Missing or empty
|url=(help) - ↑ "Da TikTok al boom del luxury resale". Panorama. Missing or empty
|url=(help) - ↑ "Da TikTok al boom del luxury resale". Panorama. Missing or empty
|url=(help) - ↑ "Andrea Liconti: «Il mio lavoro è pagare bene una borsa di lusso...»". Vanity Fair Italia. 23 March 2026. Missing or empty
|url=(help) - ↑ "Andrea Liconti, il mago della moda di seconda mano". Corriere della Sera. 5 October 2023. Missing or empty
|url=(help) - ↑ "Andrea Liconti: «Il mio lavoro è pagare bene una borsa di lusso...»". Vanity Fair Italia. 23 March 2026. Missing or empty
|url=(help) - ↑ "Must Have Milano".
- ↑ "Da TikTok al boom del luxury resale". Panorama. Missing or empty
|url=(help) - ↑ "Orologi di lusso, borse e streetwear: Andrea Liconti super virale su TikTok". Lifestyle Blog. 24 February 2023. Missing or empty
|url=(help) - ↑ "Andrea Liconti: "Riconosco subito il fake. E vi dico come"". Askanews. 16 March 2023. Missing or empty
|url=(help) - ↑ "Andrea Liconti: «Il mio lavoro è pagare bene una borsa di lusso...»". Vanity Fair Italia. 23 March 2026. Missing or empty
|url=(help) - ↑ "Andrea Liconti: "Riconosco subito il fake. E vi dico come"". Askanews. 16 March 2023. Missing or empty
|url=(help) - ↑ "Da TikTok al boom del luxury resale". Panorama. Missing or empty
|url=(help) - ↑ "Must Have Milano".
- ↑ "Andrea Liconti, il mago della moda di seconda mano". Corriere della Sera. Missing or empty
|url=(help) - ↑ "Andrea Liconti: «Il mio lavoro è pagare bene una borsa di lusso...»". Vanity Fair Italia. Missing or empty
|url=(help) - ↑ "Andrea Liconti: «Il mio lavoro è pagare bene una borsa di lusso...»". Vanity Fair Italia. 23 March 2026. Missing or empty
|url=(help)
