ON THURSDAY, The Oracle shopping centre in Reading threw open the doors to a new kind of retailer as it tours around the country.
Charity Super.Mkt, the first multi-charity shop in the UK, is open to Reading’s conscientious consumers following a successful month-long launch in Brent Cross, north London.
The shop sells clothes donated by 10 British charities, including high-profile organisations such as Cancer Research UK, Bernardo’s, Marie Curie, and Age UK.
Located in the former unit of Topshop, the new store brings pre-owned apparel to the Oracle with the aim of reducing the environmental impact of fashion.
The project was organised by fashion brand founder Wayne Hemingway and the Textile Reuse and International Development CEO, Maria Chenoweth, who attended the opening.
Speaking at the event, Ms Chenoweth said: “We’ve made charity retail mainstream.
“We’ve taken it off the high street and into fantastic venues like this, but still with a Topshop feel.”
She said that “60% of people now in the UK wear something second-hand, and 80% of second-hand purchases are made through charity shops.
“We’re seeing school kids coming in, so there’s a new demographic coming through– charity shops were around when I was young but they died away a bit.
“Now they’re back, but this time with a purpose: it’s about the climate and spending your money for good causes.”
The store features sections made up of items donated and supporting individual charities as well as some sections for specific items such as shoes.
Each charity has a section of items which also features information about the charity and its work posted up.
“We’re creating a department store,” said Mr Hemingway, also speaking at the opening event.
“It’s important that there’s that messaging, it’s not in your face, but it’s there.”
He explained: “If you shop in charity shops, not only are you helping with circular economy but also the climate emergency.
“The future of the Earth is pretty important, and every pound goes to a cause.
“Customers can come and leave with some nice things over their arm, knowing that they’ve supported Cancer Research, help with ageing, animal care– you can consume with care.”
Mr Hemingway said that customers are increasingly avoiding “shopping for shopping’s sake.”
“We’ve got to understand that if you have money in your pocket, you’ve got to spend it conscientiously.
“But there will be a lot of people that, when they’re in here, won’t realise that the items are second-hand, as some of the stuff has never been worn; a lot with labels on, still.”
Ms Chenoweth added that a recent survey of London women found that 23% of clothes in their wardrobes isn’t worn.
Mr Hemingway explained that much of the stock at the outlet would still be as-new, too: “So even if, for whatever reason or however old-fashioned, you can’t deal with second-hand, come in anyway; there’s plenty of new stuff.”
As well as its eco-concious business model, the store itself features recycled fixtures and fittings, and many of the smaller items such as hangars and plastic bags will also be leftovers from Topshop and Topman stores.
The opening follows a month-long pilot scheme in Brent Cross, which extended its stay for a further fortnight after proving popular.
The Reading branch will remain until Sunday, April 30, after which it is planned to tour the UK.
Charity SuperMkt opens from 9.30am-8pm, Monday to Friday, from 9am-7pm on Saturdays, and from 11am-5pm on Sundays.
For full details about the charities supported or to volunteer, visit: charitysupermkt.com
