John Lewis has launched a new second-hand children’s wear section at its Oxford Street store, collaborating with The Little Loop.
- The concession will operate for 12 months, offering pre-owned clothing for children up to six years old.
- Shoppers can trade in unwanted children’s clothes for credit, promoting sustainable shopping.
- The initiative builds on a 2022 trial, aligning with John Lewis’s sustainable shopping goals.
- The collaboration could significantly reduce carbon footprint and water usage through resale efforts.
John Lewis has initiated a second-hand children’s clothing concession at its Oxford Street flagship store in partnership with The Little Loop, a notable online rental and resale marketplace. This concession, placed in the newly unveiled childrenswear department, will remain operational for 12 months, providing an opportunity for customers to purchase pre-owned garments for children up to six years old. Pricing for these items begins at £5, encouraging affordability and accessibility.
To further engage shoppers, a system has been introduced where customers can obtain a pouch to fill with their children’s unwanted clothing. These items can be posted directly to The Little Loop, for which customers receive a £5 credit to use online. This initiative promotes a cycle of sustainable shopping and aligns with modern trends of reducing waste.
Danielle Gagola, John Lewis’s innovation lead, commented on the initiative: “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.” Gagola emphasised the practicality of purchasing second-hand clothing as children quickly outgrow their garments. This approach not only supports sustainable shopping practices but also offers customers an incentive to trade in outgrown items for store credit.
Charlotte Morley, founder of The Little Loop, highlighted the significance of this partnership: “This is an amazing opportunity to bring The Little Loop to the high street through one of Britain’s best loved brands.” Morley observed the existing trend where over 84% of parents utilise online platforms to buy second-hand children’s clothing but acknowledged the challenges related to quality and trust. By offering this concession within John Lewis, a trusted retailer, customers can experience the quality of preloved clothing firsthand.
The Little Loop, which received notable investment from Dragons’ Den in 2021, has already made significant strides in sustainable fashion. Since launching its resale service in 2023, it has resold approximately 10,000 items, thereby saving substantial resources like 2.5 tonnes of clothing waste, 150 tonnes of CO2 emissions, and 6 million litres of water. The John Lewis concession aims to sell an additional 20,000 garments, potentially amplifying these positive environmental impacts.
This collaboration between John Lewis and The Little Loop represents a meaningful step towards sustainable retail, positively impacting environmental conservation.
