New preloved fashion concept store Charity Super.Mkt will open at Brent Cross on 27 January 2023 for a four-week pop-up, offering a curated selection of stylish second-hand garments and bringing together the best donated clothing sourced from 10 UK charities under one roof for the first time.
This is the first time ever that national and local charities have collaborated for a multi-charity physical retail store, creating a new destination for customers to shop with purpose as the second-hand fashion market booms globally.
The ‘department store for second-hand style’ is the brainchild of Wayne Hemingway, founder of British fashion brand Red or Dead and Hemingway Design, and Maria Chenoweth, CEO of sustainable clothing charity TRAID. Taking over the former Topshop in Brent Cross, Charity Super.Mkt will be staffed by volunteers inspired by ethical and sustainable shopping.
Contributing charities include Age UK, All Aboard, Barnardo’s, Cancer Research, Emmaus, Havens Hospice, SCT, Marie Curie, TRAID, and Shelter.
Ethical and affordable shopping
Originating as a section at ‘The Classic Car Boot Sale’ in London, Charity Super.Mkt has grown in success and momentum as consumers’ values and ethics rapidly evolve, particularly amongst Gen Z and Millennials. These young shoppers are now more conscious of the impact their spending has on the planet and are using platforms such Depop and eBay to buy and sell second-hand clothes to create unique looks.
Charity retail is now a positive part of the modern retail mix, providing more good quality affordable clothing options amid an increased cost of living, and a more sustainable approach to buying and reusing loved items.
With 60% of us now wearing something second-hand and 80% of those second-hand purchases bought through charity shops (source: ‘ThredUp Resale Report 2022’), Wayne Hemingway says: “Charity shops are no longer a signal of decline in our town centres; they represent a powerful and positive movement towards the circular economy and a future that is being wholeheartedly embraced by consumers and contributes hundreds of millions of pounds to our economy, and good causes.”
Every pound spent is a ‘good pound’
“Brent Cross is one of London’s best known retail destinations and having Charity Super.Mkt right next door to John Lewis and Apple feels right. Shopping at Charity Super.Mkt ensures that every pound spent is a ‘good pound’ as it’s better for the environment and offers a more sustainable approach to fashion,” Hemingway added.
Maria Chenoweth, CEO of TRAID, commented: “Having been in charity retail for over 30 years, being part of the first ever charity retail collaboration in an old fast-fashion Topshop store is iconic. Charity Super.Mkt hits circular economy and sustainability aspirations, whilst also hitting the cost of living crisis.
“Charity retail is the understated best of sustainable business, there is no better example of a green circular economy in action at this scale. Charity retail provides everyone the opportunity to buy good and do good, from supporting the environmental benefits of shopping second-hand to providing critical funding for causes both local and global.
“Our consumers are increasingly interested in finding sustainable brands and opportunities to mix new outfits with pre-loved fashion, so we’re excited to be bringing this innovative concept to Brent Cross.”
Sarah Tinsley, Director of Marketing & Placemaking at Hammerson (joint owner and asset manager of Brent Cross) said: “This is a unique partnership which supports our ambition to launch a number of big market firsts across our portfolio this year. We’re going to be bolder and braver with how we evolve our spaces, creating really vibrant experiences that inspire and attract customers, whilst aiming to have a more positive impact on our communities as well as the environment. This will be a transformative year for us!”
Charity Super.Mkt will open from 10am on Friday, 27 January until 8pm on Saturday, 25 February.
Customers are encouraged to donate a pre-loved item in-store.
