Luxury online retailer Cettire hits back at fresh ‘fake product’ media allegations from The Australian

Cheyanne Enciso
The Nightly
3 Min Read
Cettire has “categorically” rejected claims of counterfeit products being sold from its platform.
Cettire has “categorically” rejected claims of counterfeit products being sold from its platform. Credit: Facebook/Cettire

Listed luxury online retailer Cettire has hit back at fresh allegations that customers are being sold counterfeit products from its platform.

Cettire on Monday issued a statement in response to a recent article published by The Australian, which the retailer says contains “a number of claims and allegations that are untrue”.

The article reported an undisclosed “global due diligence firm” looking into Cettire’s supply network and customer service.

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The media publication also said it had conducted separate inquires that revealed “how several customers have raised serious concerns about the quality and origin of luxury and designer products ordered from the Cettire website”.

Cettire — led by media-shy Dean Mintz — says it “rejects entirely” the allegations regarding non-genuine products being sold on its platform, while it also “categorically rejects” the entirely unfounded allegations contained in The Australian article.

The Australian says concerns have also been raised about Cettire’s lax complaints-handling processes, and several complaints have been made to the Australian Competition and Consumer Commission.

Cettire said it was not aware of any ACCC investigation into its customer service practices. The ACCC did not immediately respond to The Nightly’s request for comment.

The luxury online retailer says The Australian article cites a report commissioned by a short seller as a primary source material. Cettire added it had not seen the report, nor been given an opportunity to comment on it or check its accuracy.

“In recent weeks, the company has been the subject of negative press articles that have sought to amplify the claims of parties who have openly taken short positions in Cettire shares and sought to profit from a short term decline in the share price,” Cettire said.

“The board is concerned that the claims in this article may further mislead and influence the market in a way that significantly and negatively impacts Cettire’s business and its shareholders.”

Cettire investors welcomed the denial of allegations, with shares closing up 10 per cent to $2.62.

In its response to the media article, Cettire noted it did not have any product suppliers located in China, the Marshall Islands, Hong Kong, the Philippines or Vietnam.

The Melbourne-based company operates a drop-shipping method that connects suppliers with customers, and sells products from more than 2500 luxury brands, including Gucci, Christian Dior, Givenchy and Burberry.

A large portion of The Australian article quoted several customers who had complained of receiving non-genuine goods or poor service from the company, including failures to process refunds.

Cettire noted it had processed more than two million orders since its commercial launch in 2017, adding there has not been “a single confirmed case of a non-genuine item being sold on Cettire’s platform”.

“None of the examples presented to Cettire by The Australian contain any verifiable evidence that a non-genuine item had been purchased via Cettire,” the company said.

“Based on information provided by The Australian, the items used as examples have not been inspected by either Cettire or the relevant manufacturer to verify their authenticity.”

In the same statement, Cettire confirmed it aggregates more than $2 billion of luxury inventory — believed to be one of the largest selections of luxury goods available, which has tripled since Cettire’s initial public offering in 2021.


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