John Lewis has unveiled a new initiative focusing on sustainability through childrenswear resale at its Oxford Street store, in partnership with The Little Loop.
- Located on the fourth floor, the concession offers pre-owned children’s clothing for ages up to six, with prices starting as low as £5.
- Customers can contribute to a circular fashion economy by sending in their children’s outgrown clothes, receiving a £5 credit for future purchases.
- The initiative follows a successful trial in 2022, aiming to promote affordable and sustainable shopping.
- John Lewis strengthens its sustainability strategy while expanding its partnership with luxury reseller Sign of the Times.
John Lewis has launched a pioneering effort at its Oxford Street flagship, introducing a second-hand childrenswear concession. This move is part of a collaboration with The Little Loop, an online rental and resale marketplace. The concession is strategically situated on the fourth floor within a newly opened childrenswear department, reflecting John Lewis’s commitment to sustainable fashion.
The Little Loop’s in-store presence provides consumers with an accessible range of pre-owned clothing for children up to six years old, with prices beginning at a remarkably affordable £5. This initiative not only offers economic advantages to shoppers but also addresses environmental concerns by promoting the reuse of garments. Shoppers are encouraged to fill a dedicated pouch with their children’s unwanted clothing and send it to The Little Loop in exchange for a £5 credit towards future online purchases.
Previously, John Lewis conducted a trial with The Little Loop in 2022, offering product rentals on the platform. The current initiative enhances this relationship, fostering a more sustainable consumption pattern among customers. Danielle Gagola, John Lewis’s innovation lead, stated, “Bringing resale options like The Little Loop into shops is a great way to encourage more of our customers to purchase in a more sustainable and affordable way. Children grow out of clothes so quickly, that often they can be left in the back of wardrobes.”
The Little Loop founder, Charlotte Morley, expressed excitement over the partnership, emphasizing the importance of quality and trust in second-hand shopping. Morley highlighted the challenge some parents face with online second-hand purchases, “Over 84% of parents are now using online apps to shop second hand for their children’s clothing but not everyone finds it easy or trusts the quality of clothes sent in the post. So we’re delighted to be able to bring it to life and help even more people to experience the joy of preloved.”
This initiative also marks John Lewis’s commitment to enhancing its partnerships with second-hand luxury goods. The company has made permanent a pop-up with Sign of the Times at the Peter Jones store on King’s Road, now featuring luxury handbags from brands such as Prada, Celine, and Louis Vuitton available on their online platform. This reflects an ongoing strategy to integrate high-end resale options within its business model.
John Lewis’s collaboration with The Little Loop signifies a robust step toward sustainable retail, facilitating a fusion between affordability and environmental consciousness.
