John Lewis collaborates with The Little Loop to introduce a second-hand childrenswear section in its Oxford Street store, enhancing sustainable shopping experiences.
- The resale concession, located on the store’s fourth floor, aims to make preloved garments accessible and affordable to more parents.
- Customers can purchase children’s clothing at budget-friendly prices, starting at £5, catering to youngsters up to six years old.
- John Lewis encourages trade-ins of outgrown clothes for store credit, promoting a circular fashion economy.
- The initiative aligns with recent trends showing increased parental engagement in sustainable clothing options for children.
John Lewis has expanded its retail offerings by partnering with The Little Loop, a notable entity in the online rental and resale marketplace, to launch a second-hand childrenswear concession at its Oxford Street flagship store. This initiative is strategically positioned on the fourth floor, integrating into the newly unveiled childrenswear department, and will operate for a full 12-month period.
The concession offers an impressive range of pre-owned children’s clothing, including dresses, jumpers, jackets, and t-shirts, targeting ages up to six years. Pricing begins at a modest £5, making sustainable fashion choices more accessible to families seeking affordable options for their rapidly growing children. Additionally, a unique aspect of this partnership allows shoppers to obtain a special pouch for collecting and returning their children’s unwanted clothing items, incentivising participation with a £5 credit redeemable online via The Little Loop.
This initiative follows a previous trial in 2022, where John Lewis tested the waters by making some of its products available for rent through The Little Loop. Danielle Gagola, innovation lead at John Lewis, emphasised the potential of this collaboration by noting the swift growth rates of children and how this often leaves gently used clothes stowed away and forgotten. By introducing The Little Loop’s services into their store, John Lewis is encouraging a more sustainable shopping ethos while offering its customers financial incentives to return outgrown apparel.
The Little Loop’s founder, Charlotte Morley, expressed enthusiasm, highlighting how over 84% of parents currently resort to online platforms for second-hand children’s wear. The concession at John Lewis provides a tangible experience, allowing parents to evaluate the quality of preloved garments directly. Since its foundation in 2020 and its notable financial backing from the BBC’s Dragons’ Den in 2021, The Little Loop has made significant strides, boasting the resale of approximately 10,000 items while substantially reducing clothing waste and conserving environmental resources.
Beyond this collaboration, John Lewis has reaffirmed its commitment to sustainable retail practices by solidifying its partnership with luxury reseller Sign of the Times. The move to make its pop-up store permanent at the Peter Jones location on King’s Road further cements its position in the luxury resale market, alongside the introduction of high-end fashion brands such as Prada and Louis Vuitton to their online platform.
The collaboration between John Lewis and The Little Loop marks a pivotal step towards more sustainable retail practices, offering accessible and eco-friendly fashion solutions.
