Multi-charity preloved fashion store to open at Brent Cross
New preloved fashion concept store Charity Super.Mkt is to open at Hammerson’s Brent Cross shopping centre later this month.
Due to launch on 27 January as a four-week pop-up, the space will aim to offer a selection of stylish second-hand garments by bringing together the best donated clothing sourced from 10 UK charities under one roof.
The move marks the first time that national and local charities have collaborated for a multi-charity physical retail store.
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, chief executive of sustainable clothing charity TRAID.
Hemingway said: “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.
“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.”
The pop-up will be taking over a former Topshop unit in Brent Cross and will be staffed by volunteers.
Contributing charities will include Age UK, All Aboard, Barnardo’s, Cancer Research, Emmaus, Havens Hospice, SCT, Marie Curie, TRAID, and Shelter. In addition, customers will be encouraged to donate a pre-loved item in-store.
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!”
