Desert Island Stores: Charlotte Morley, founder of The Little Loop
Here we have the latest interview in our Desert Island Stores series where Glynn Davis asks leading retailers about their favourite and most memorable shops.
Charlotte Morley is founder of The Little Loop – a circular clothing platform for new and second-hand products focused on the childrenswear market. The company also works with retailers such as John Lewis.
The store you remember from childhood?
Kendals in Manchester. It was a House of Fraser and always felt like a magical kingdom of bright lights and sensational scents. We used to go there to see Santa, I bought my first ball gown there, and it always seemed like such a treat.
Most inspirational store to your career?
Selfridges are doing amazing things right now for pre-loved and circularity and it’s incredible to see them helping to make it mainstream. It’s so important for trailblazers to use their advantage to promote behaviour change.
Most frequently used store?
Honestly I’m a terrible shopper. I mostly buy second-hand. But there’s a lovely boutique in Winchester where I live, which I use for inspiration and to find brilliant sustainable brands – it’s called The Hambledon. It’s beautifully curated. I can only really afford to buy in the sales but it doesn’t stop me visiting frequently!
The store you wished you’d created?
Liberty London. The design aesthetic, the feel of quality as soon as you walk through the doors. It’s just divine.
Your overall favourite store?
Fortnum & Mason. There’s a theme of tradition and quality emerging isn’t there? I adore the experience of visiting Fortnum’s. I always leave feeling warm and fuzzy – and it has special meaning at Christmas time because we have a family tradition of buying goodies there as stocking fillers and table presents. I’ve come to despise the rise of cheap, online brands, which promote mindless overconsumption that might explain why my favourite places are the polar opposite.
The store you’d like to take to the desert island?
Hmmm. I think it has to be Fortnum’s.
