Biography:Andrea Liconti

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Andrea Liconti
Andrea Liconti
Born (1987-05-21) May 21, 1987 (age 39)
San Donà di Piave, Veneto, Italy
NationalityItalian
EducationUniversità eCampus; University of Milan
OccupationEntrepreneur, luxury resale specialist, content creator, business executive
Years active2010–present
EmployerCash Converters Milano
OrganizationMust Have Milano
Known forLuxury resale, social media negotiations, authentication of luxury goods
TitleStore Manager, Cash Converters Milano
Administrative Partner, Must Have Milano
Websitemusthavemilano.com

Andrea Liconti (born 21 May 1987) is an Italian entrepreneur, luxury resale specialist, content creator, and business executive. Based in Milan, Italy, he is known for his work in the second-hand luxury goods market and his management roles at Must Have Milano and Cash Converters Milano. His professional activities focus on purchasing, authenticating, valuing, and reselling pre-owned luxury handbags, watches, accessories, and consumer electronics.[1][2]

Liconti began working in his family's second-hand retail business in 2010. His father, Francesco Liconti, introduced the first Cash Converters franchise to Italy in 1998. Andrea subsequently developed a specialization in luxury accessories and high-end merchandise, contributing to the company's transition toward the luxury resale market.[2]

Beginning in 2021, Liconti gained wider public recognition through videos showing negotiations with customers selling designer handbags, watches, and other valuable goods. His content attracted hundreds of thousands of followers on TikTok and Instagram, drawing attention from Italian newspapers, magazines, and digital media outlets.[3][4]

Early life and education

Andrea Liconti was born on 21 May 1987 in San Donà di Piave, in the Metropolitan City of Venice, Veneto, northern Italy. His father, Francesco Liconti, is an entrepreneur originally from Calabria, while his mother is from Veneto. Liconti spent parts of his childhood and adolescence in Veneto, Turin, and Milan.[4]

His family had a background in commerce and second-hand retail. His father established a business associated with Cash Converters in Milan in 1998, which later became the foundation of Andrea's professional career in luxury resale.[1]

Liconti attended Hills Grammar and Istituto Europeo Leopardi, where he pursued secondary education with a linguistic focus.

He subsequently studied Servizi Giuridici per l'Impresa (Business Legal Services) at Università eCampus, completing his degree in 2012. He later enrolled at the University of Milan, obtaining a degree in Philosophy in 2021.[5][4]

Liconti continued his academic studies while working in the family business. His educational background combined legal and philosophical studies with practical experience in retail management, commercial negotiations, and the second-hand goods market.

Career

Cash Converters Milano

Liconti began his professional career in 2010 at Cash Converters Milano, a second-hand retail business operated by his father.

According to interviews, he entered the business after accumulating approximately €1,800 in international mobile roaming charges during a trip to London. His father asked him to repay the debt by working in the family shop. Liconti initially worked as a cashier at the company's Porta Venezia location, reportedly earning €8 per hour.[2]

During his early employment, he observed negotiations between store staff and customers and gradually became involved in purchasing and evaluating merchandise.

His initial specialization involved Apple electronics and other consumer technology products. He later began trading watches and high-value accessories, developing an interest in luxury brands and collectible goods.

In 2013, the company shifted its purchasing strategy away from gold and toward designer handbags. This change became a significant stage in Liconti's development as a specialist in the luxury resale market.[2]

He subsequently assumed responsibilities in store management, product valuation, customer negotiations, and purchasing operations.

By 2023, Francesco Liconti had begun transferring control of the family enterprise to his son, following more than two decades of involvement in the Italian second-hand retail industry.

Must Have Milano

In May 2020, Liconti became Administrative Partner of Must Have Milano, a Milan-based business specializing in pre-owned luxury goods.

The company buys merchandise from private individuals and resells selected products through physical retail locations and online sales channels. Its inventory includes designer handbags, luxury watches, jewelry, accessories, clothing, footwear, writing instruments, and premium consumer electronics.[6]

The business operates in Milan, including a location at Via Plinio 3, and serves customers interested in selling or purchasing authenticated second-hand luxury merchandise.

During the COVID-19 pandemic, Liconti reassessed the company's retail model. Rather than expanding into larger commercial premises, he pursued a strategy focused on smaller physical stores, online commerce, and social media customer acquisition.

In a March 2026 interview with Vanity Fair Italia, he explained that the business reduced its physical retail footprint from approximately 350 square metres to 90 square metres across two locations in the Piazza Lima and Via Plinio area. He attributed a significant part of the company's subsequent transformation to its social media strategy, introduced in 2021.[2]

In 2023, Francesco Liconti transferred a majority shareholding and greater management responsibility to Andrea. A June 2026 report in Il Tempo described Andrea as having become the company's sole director (Amministratore Unico).[7]

Business growth and financial performance

Must Have Milano's expansion has been associated with its transition from traditional second-hand retail toward digital sales and luxury-focused commerce.

In an October 2023 interview with Corriere della Sera, Liconti disclosed the following annual revenue figures for the business:

  • 2020: Approximately €670,000 in reported revenue.
  • 2021: Approximately €1.3 million in reported revenue.
  • 2022: Approximately €1.7 million in reported revenue, with a reported margin of 46%.
  • 2023: A stated revenue target of €2 million.[1]

These figures were reported by Liconti in media interviews rather than independently audited financial disclosures.

The business model is based on purchasing pre-owned products from individuals and selling them at prices influenced by brand, condition, authenticity, demand, and secondary-market valuations.

In his 2023 interview, Liconti described a general pricing approach in which certain items could be acquired for approximately one-quarter of their original retail price and resold for approximately half of that price.[1]

The development of the company's e-commerce operations and social media presence allowed it to reach customers beyond Milan.

In 2026, Panorama and Il Tempo reported on the company's digital growth and its plans to develop a broader national network of specialized buyers and sellers of luxury merchandise.[4][7]

Social media career

Early development

Liconti began developing a more prominent personal social media presence in 2021, when the company introduced a video format documenting negotiations with customers.

The format emerged through a collaboration with social media manager Igor Cobalchini, who encouraged Liconti to record interactions involving luxury merchandise and publish them through his personal accounts.

According to a February 2023 interview published by Lifestyle Blog, Liconti had previously experimented with social media marketing but had not achieved the same level of engagement.[3]

After meeting Cobalchini, he began recording negotiations, product evaluations, and everyday activities within the store.

The videos attracted attention from viewers interested in luxury brands, customer negotiations, product authentication, and the economics of second-hand retail.

TikTok and Instagram

Liconti's social media content primarily features negotiations involving second-hand luxury goods. The videos typically show customers presenting products, stating their asking prices, and discussing their value with Liconti.

His direct negotiating style and willingness to challenge sellers' expectations became distinguishing features of his online persona.

Some Italian publications described him as the re delle trattative, meaning "king of negotiations", because of his popularity on TikTok.[8]

By October 2023, Corriere della Sera and Leggo reported that Liconti had approximately 406,000 followers on TikTok and more than 165,000 followers on Instagram.[9]

In March 2026, Vanity Fair Italia referred to approximately 500,000 TikTok followers and 300,000 Instagram followers.[2]

The videos have generated substantial online engagement and contributed to the public visibility of Must Have Milano.

Liconti has maintained a presence across multiple digital platforms, including TikTok, Instagram, YouTube, Facebook, and LinkedIn. His content has also been discussed in relation to Twitch and other live-streaming formats.

Content format and public reception

Liconti's negotiation videos generally combine explanations of product value with customer interactions and elements of entertainment.

The content often focuses on differences between original retail prices and resale valuations, the authenticity of branded goods, and the bargaining process.

In interviews, Liconti has acknowledged that his public-facing personality can appear confrontational or overly confident. He has described this behavior as part of the character he presents during negotiations.

His communication style has attracted both positive and negative reactions, with audiences responding differently to his bargaining methods and direct treatment of sellers.

In a March 2026 interview with Vanity Fair Italia, Liconti discussed his public image, acknowledged that some viewers perceived him as arrogant, and stated that he regarded his behavior as a form of professional self-presentation.[2]

His social media activity has also functioned as a customer acquisition channel. According to reports published in 2026, customers who discover the business through social networks frequently contact the company for valuations, purchases, or sales.[4]

Luxury resale and authentication

Product specialization

Liconti's work focuses on luxury merchandise that retains demand in the secondary market.

The categories he purchases and resells include:

  • Designer handbags and leather accessories.
  • Luxury wristwatches and collectible timepieces.
  • Jewelry and high-end fashion accessories.
  • Designer clothing, footwear, and streetwear.
  • Premium consumer electronics.
  • Writing instruments and other valuable personal accessories.

Brands frequently discussed in connection with his work include Hermès, Louis Vuitton, Gucci, Chanel, Rolex, Cartier, and Audemars Piguet.

In a 2026 interview, Liconti identified products such as the Hermès Birkin and Kelly handbags, the Louis Vuitton Métis, and the Rolex Datejust as examples of goods with strong customer demand.[2]

Authentication methods

Product authentication forms an important part of Liconti's commercial activities.

Before purchasing an item, he evaluates its physical condition, characteristics, documentation, and estimated market value.

In a March 2023 interview with Askanews, Liconti discussed techniques for identifying counterfeit luxury merchandise.

He identified several characteristics that could indicate an imitation product, including differences in stitching, typography, materials, smell, identifying codes, accessories, and accompanying documentation.[8]

He also emphasized the importance of original receipts, packaging, and certificates when determining whether a product should be purchased.

Authentication may involve examining serial numbers, brand-specific manufacturing characteristics, construction details, and the consistency of accompanying documents.

In interviews with Corriere della Sera and Vanity Fair Italia, Liconti described his preference for acquiring merchandise accompanied by appropriate documentation and original accessories.[1][2]

Negotiation practices

Liconti's approach to commercial negotiations generally involves asking sellers to propose an initial price before he makes an offer.

He has explained that this allows both parties to establish expectations and provides a starting point for determining a mutually acceptable transaction.

His valuation process considers factors such as brand recognition, product condition, originality, current market demand, and the likely resale price.

In interviews, Liconti has argued that a successful negotiation does not necessarily require either participant to obtain their preferred price.

He has also discussed the importance of understanding a seller's motivation for selling a product, particularly when a quick sale or immediate payment is desired.[2]

Views on sustainability and the circular economy

Liconti has publicly supported the reuse and circulation of second-hand luxury goods as an alternative to exclusively purchasing newly manufactured merchandise.

His business activities are associated with the principles of the circular economy, which emphasizes extending the useful lifespan of products through reuse, repair, resale, and redistribution.

Through Must Have Milano, he has promoted the purchase and resale of pre-owned handbags, watches, and accessories as a way to keep valuable consumer goods in circulation.[6]

In a March 2026 interview, Liconti expressed the view that consumers increasingly consider sustainability when purchasing second-hand products. He argued that the resale market allows existing goods to remain useful rather than being discarded or left unused.[2]

Views on speculative resale

Liconti has distinguished the professional resale of used luxury products from the practice of purchasing newly released limited-edition merchandise solely to resell it at a substantially higher price.

In May 2026, Fanpage.it interviewed him about speculative reselling associated with the Audemars Piguet and Swatch Royal Pop collaboration.

During the interview, Liconti criticized the practice of buying newly released products at retail prices and immediately offering them for resale at significant markups.

He contrasted this practice with his own business model, which he described as purchasing used merchandise and reselling it at prices generally below the original retail value.[10]

His comments reflected his distinction between secondary-market commerce involving previously owned products and short-term speculation involving newly released merchandise.

Media coverage and public recognition

Liconti's entrepreneurial activities, negotiation methods, and social media presence have received coverage in Italian national and regional publications.

Coverage in 2023

On 24 February 2023, Lifestyle Blog published an article about Liconti's emergence as a social media personality and his growing popularity among audiences interested in watches, handbags, and streetwear.[3]

On 16 March 2023, Askanews published an interview discussing his techniques for recognizing counterfeit luxury goods.[8]

During the same period, Libero Quotidiano featured Liconti in coverage discussing consumer demand for designer handbags, vintage fashion accessories, and luxury watches.[11]

On 5 October 2023, Corriere della Sera published a profile by journalist Roberto Rizzo describing Liconti's professional background, his entry into the family business, and the company's financial development.[1]

Leggo also published coverage of his career, business revenue, and popularity on social media in October 2023.[9]

Coverage in 2026

On 23 March 2026, Vanity Fair Italia published an extended interview by Federico Rocca discussing Liconti's business career, negotiating methods, social media persona, relationship with his father, and views on the second-hand luxury market.[2]

On 29 May 2026, Fanpage.it interviewed Liconti about the resale market for limited-edition watches and the implications of speculative pricing.[10]

On 2 June 2026, Il Tempo published an article examining the development of his family business, the expansion of Must Have Milano, and its use of digital marketing.[7]

On 4 June 2026, Panorama published an article analyzing Liconti's use of social media to support luxury resale operations and his plans for further business expansion.[4]

Additional biographical information about Liconti has appeared on professional platforms, including Crunchbase, and through online publications covering Italian entrepreneurship, retail, and social media culture.

Business strategy and future development

Liconti's commercial strategy combines traditional retail experience with social media marketing and online distribution.

His approach has included acquiring merchandise directly from private sellers, providing immediate offers, authenticating products, and reselling them through a combination of physical locations and digital platforms.

Media coverage has identified social media marketing as an important factor in the company's ability to reach customers outside its immediate geographical area.

In 2026, publications including Panorama and Il Tempo reported that Liconti was considering further national expansion through a network of specialized buyers capable of evaluating and purchasing luxury goods from private individuals throughout Italy.[4][7]

The proposed model would extend the company's purchasing network beyond its existing retail operations in Milan.

Personal life

Liconti resides in Milan, Lombardy, Italy, where he conducts his principal business activities.

He speaks Italian, English, Spanish, and Portuguese, according to his published professional profiles.

In a March 2026 interview with Vanity Fair Italia, Liconti confirmed that he is married.[2]

See also

References

  1. ↑ 1.0 1.1 1.2 1.3 1.4 1.5 Rizzo, Roberto (5 October 2023). "Andrea Liconti, il mago della moda di seconda mano: «Dovevo saldare un debito di 1.800 euro, adesso fatturo due milioni»" (in it). Corriere della Sera. https://milano.corriere.it/notizie/cronaca/23_ottobre_05/andrea-liconti-il-mago-della-moda-di-seconda-mano-dovevo-saldare-un-debito-di-1-800-euro-adesso-fatturo-due-milioni-8344d53a-bdfa-4afe-9b7c-50137698exlk.shtml. 
  2. ↑ 2.00 2.01 2.02 2.03 2.04 2.05 2.06 2.07 2.08 2.09 2.10 2.11 2.12 Rocca, Federico (23 March 2026). "Andrea Liconti: «Il mio lavoro è pagare bene una borsa di lusso, per poterla rivendere a un prezzo competitivo»" (in it). Vanity Fair Italia. https://www.vanityfair.it/article/andrea-liconti-second-hand-usato-borse-compravendita-trattative. 
  3. ↑ 3.0 3.1 3.2 "Orologi di lusso, borse e streetwear: Andrea Liconti super virale su TikTok" (in it). 24 February 2023. https://www.lifestyleblog.it/blog/2023/02/orologi-di-lusso-borse-e-streetwear-andrea-liconti-super-virale-su-tiktok/. 
  4. ↑ 4.0 4.1 4.2 4.3 4.4 4.5 4.6 Redazione (4 June 2026). "Da TikTok al boom del luxury resale: come Andrea Liconti sta trasformando il mercato del lusso usato" (in it). Panorama. https://www.panorama.it/personaggi/da-tiktok-al-boom-del-luxury-resale-come-andrea-liconti-sta-trasformando-il-mercato-del-lusso-usato. 
  5. ↑ "Andrea Liconti – Person Profile". https://www.crunchbase.com/person/andrea-liconti. 
  6. ↑ 6.0 6.1 "Must Have Milano – Borse, Orologi, Lusso e molto altro" (in it). https://musthavemilano.com/. 
  7. ↑ 7.0 7.1 7.2 7.3 Rossignoli, Luca (2 June 2026). "TikTok e lusso second hand: come Andrea Liconti ha costruito un business in crescita" (in it). Il Tempo. https://www.iltempo.it/general/2026/06/02/news/tiktok-e-lusso-second-hand-come-andrea-liconti-ha-costruito-un-business-in-crescita-47993584/. 
  8. ↑ 8.0 8.1 8.2 "Andrea Liconti: “Riconosco subito il fake. E vi dico come”" (in it). Askanews. 16 March 2023. https://askanews.it/2023/03/16/andrea-liconti-riconosco-subito-il-fake-e-vi-dico-come/. 
  9. ↑ 9.0 9.1 "Compra e vende capi di seconda mano e fattura 2 milioni di euro: chi è Andrea Liconti, il negoziante-influencer che conquista i social" (in it). Leggo. 5 October 2023. https://www.leggo.it/schede/andrea_liconti_chi_e_quanto_guadagna_oggi_5_10_23-andrea_liconti_chi_e-2-7673713.html. 
  10. ↑ 10.0 10.1 Dente, Giusy (29 May 2026). "Audemars Piguet x Swatch, c'è un reale guadagno? Andrea Liconti: “Stupido chi compra, per 1000 euro è presa in giro”" (in it). Fanpage.it. https://www.fanpage.it/stile-e-trend/moda/audemars-piguet-x-swatch-ce-un-reale-guadagno-andrea-liconti-stupido-chi-compra-per-1000-euro-e-presa-in-giro/. 
  11. ↑ "Le borse sono vendutissime. E vi spiego perché: parla Andrea Liconti, il re delle trattative su TikTok" (in it). Libero Quotidiano. 16 March 2023. https://www.liberoquotidiano.it/news/general/35214198/borse-vendutissime-e-vi-spiego-perche-andrea-liconti/. 



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