Our Changeprint
Our Changeprint can be measured by the reduction in fashion items needlessly thrown away; tonnes of textiles saved from landfill; cubic metres of water saved and carbon emissions saved by re-using goods instead of manufacturing new ones; broadening the reach, demographic and horizons of charity retailers; and creating a new second-hand fashion brand experience that could fit any high street location.
Our story
Charity Super.Mkt is the UK’s first multi-brand department store for all things charity fashion, working with landlords UK wide to bring under-utilised and empty retail units back to life.
Headed up by Wayne Hemingway, founder of British fashion brand, Red or Dead, and Maria Chenoweth, CEO of the sustainable clothing charity, TRAID, Charity Super.Mkt is all about creating boutique experiences for charity fashion when shopping for second-hand goods.
Having successfully run a pop-up at The Classic Car Boot Sale – a vintage cars and clothing event held in London several times a year – the duo took on this new venture in January 2023, holding their first shopping centre Charity Super.Mkt pop up in Brent Cross.
The one-of-a-kind retail location set-up helps get charities into the spaces and places they wouldn’t otherwise be able to. The first “bricks-and-mortar residency” was a big success that was quickly copied in multiple locations. In 2023 alone, Charity Super.Mkt visited Bristol, Birmingham, Edinburgh, Glasgow, Kent, Manchester, Oxford, Reading – as well as a second London event at Westfield Shopping Centre in Shepherds Bush.
Our advice
Think outside the box. Shopping in Charity Super.Mkt feels like a high-end experience - it is about giving people the boutique shopping experience, but doing so with second-hand goods. The set up is stylish, thoughtful and appealing to a young audience.
Spread the word. Social media and PR have been incredibly important to the success of Charity Super.Mkt, with features in the Daily Mail, on BBC News and in The Guardian (to name a few) at the launch of the Brent Shopping Centre pop-up, and media coverage in local outlets at the launch of each new location.
