How Charity Super.Mkt is Changing the Way We Shop

CharitySuper.Mkt is the UK’s first ever shop space bringing multiple charities under one roof, headed up by Maria Chenoweth, CEO of the sustainable clothing charity TRAID and Wayne Hemingway, co-founder of HemingwayDesign and Red or Dead. We spoke to the founders to discuss their breakthrough charity retailing concept further…

 

What is the concept of Charity Super.Mkt?

The story is simple: the new fashion, the best fashion, the most sustainable, affordable fashion is charity fashion. The Charity Super.Mkt collective is a concept for social and environmental good, where people can shop the best of charity retail all in one place.

Charity Super.Mkt is proving, for the first time, that well curated secondhand charity fashion can sit happily next to large world-renowned fashion brands in busy locations and that secondhand clothing is no longer second best.

 

What’s the ideal shopper experience in one of your stores?

For there to be fashion items wherever you look that are exciting, tempting and ever changing. That you are shopping with likeminded people who get the societal and environmental value of  secondhand charity retail. That the stores feel and look great and have a wonderful uplifting soundtrack allowing shoppers to enjoy the most amazing feel good factor from the Charity Super.Mkt experience of being in a store with the best clothes whilst doing good for both people and the planet.

 

Why is Spitalfields a good spot for Charity Super.Mkt?

It’s busy, buzzy, with a great mix of forward thinking Londoners and visitors. A diverse clientele that are attuned to secondhand and purpose. Oh and a generous landlord and friendly team who help us at every turn.

The vibe and clientele of the iconic Spitalfields Market is the perfect fit for Charity Super.Mkt, endorsing our mission of getting charity retail into the spaces and places it would not otherwise operate.

 

Where does the money raised go?

80% of the money raised by Charity Super.Mkt goes towards the participating trading charities, in our Old Spitalfields Market Stall these are Havens Hospices and Traid. Whilst the remaining 20% of proceeds are used to fund getting and keeping Charity Super.Mkt stores open, to repurpose shop fittings, signage, staffing etc and most importantly to ensure that these costs do not have to be met by the participating charities, enabling them to retail in the places and spaces they otherwise wouldn’t be able to trade in.

 

How can the retail industry do more to combat waste and promote real sustainability?

The retail industry must stop overproducing cheap, unethical products. Real sustainability means creating durable goods that last a lifetime, adopting dynamic and circular business models, ensuring transparent and credible supply chains, and innovating retail spaces by repurposing materials while providing an educational edge. Most importantly, the industry must work together to ensure all retail environments communicate sustainability honestly and clearly.

 

You’ll find our Charity Super.Mkt pop-up at the heart of the Market at 5 Horner Square, London E1 6EW.