A 'department store for second-hand' is back with a new pop-up store on Friday, March 24, at The Oracle in Reading, following its success in London, which raised over £300,000 for charities.
Charity Super.Mkt exceeded expectations when it opened at Brent Cross, with over 40,000 second-hand items sold in 41 days of trading, and over 26,000 customers buying pre-loved clothes and accessories from household names including Zara , Ralph Lauren and Burberry.
The business model enabled the charities to collaborate for the first time and attract new customers in a fun shopping environment with DJs on the weekend.
Wayne Hemingway said: “Charity Super.Mkt surpassed all expectations at Brent Cross and now we are going to prove that the concept works nationwide. Next stop is The Oracle, Reading, where we have gathered a revolving cohort of national, local and regional charities who have all been squirrelling away great second-hand pieces. Whether you live in Reading, Basingstoke, Slough, Newbury or whether you just want to hop on the Elizabeth line from London, don’t miss the second edition of what could well be the hottest retail concept in the UK right now.”
Maria Chenoweth, CEO of TRAID, said: “My career and ambition has always been to promote second-hand fashion as the most fun and impactful way to dress ourselves. The creation of Charity Super.Mkt has brought charity retailers into mainstream retail, gaining locations that would have otherwise been inaccessible.
“Charity Super.Mkt gives charities the opportunity to raise more funds, and that means more nursing time in hospices, more support for animals, more research into cancer and in TRAID’s case, more support for the people who make our clothes. The success of our first pop-up at Brent Cross has shown overwhelming support for the concept and for charity retail, and we’re excited to take Charity Super.Mkt outside of London to its new home at the Oracle in Reading.”
Sarah Tinsley, Director of Marketing & Placemaking at Hammerson (joint owner and asset manager of The Oracle) said: “Charity Super.Mkt’s impact has been incredible. It has reconnected customers to our destinations in ways we didn’t envisage, with legacy shoppers returning, and created a new narrative for sustainable fashion in-store and digitally. Our aim is to diversify the brand mix at The Oracle through new concepts and experiences, so we hope customers continue to reinvent their fashion style and in turn make a positive impact on the environment.”
Andy Briggs, General Manager at The Oracle said, "Charity Super.Mkt is an innovative shopping concept which will support local as well as national charities and we’re delighted to be bringing them to The Oracle. We hope as many visitors as possible not only shop in the new pop-up but also take a rummage through their own wardrobes to donate their pre-loved items to boost the charities even further.”
Contributing charities: Age UK, Havens Hospice, Marie Curie, Blue Cross, Cats Protection, Daisy’s Dream, DEBRA, Helen & Douglas House, Shaw Trust, Shelter, Smart Works, Sue Ryder, Thames Hospice and TRAID.
Charity Super.Mkt is located in the former Topwill and will open from Friday, 24 March until Sunday, 30 April.
Customers are encouraged to donate a pre-loved item in-store.
