Charity Super.Mkt marks first anniversary with launch of concept stores at Brent Cross
The Charity Super.Mkt, a unique multi-charity department store, is back at Brent Cross to mark its one-year anniversary with the launch of two new and exciting concept stores.
This return not only celebrates a successful year but also introduces fresh, innovative shopping experiences for London’s fashion-conscious and charitable shoppers.
Charity Super.Mkt is a pioneering retail initiative founded by TRAID and HemingwayDesign. It focuses on sustainable shopping and charitable giving, bringing together UK charities in a collaborative retail space to raise funds for good causes and promote sustainability in fashion.
Founded by Maria Chenoweth (CEO of TRAID) and Wayne Hemingway (Co-founder of HemingwayDesign), Charity Super.Mkt first opened in a former Topshop location at Brent Cross in early 2023. It has since evolved into one of the UK’s most vibrant and influential retail brands, bringing together leading charities such as Shelter, TRAID, Shaw Trust, and Havens Hospices.
Introducing new concept stores with a fresh twist
1. Charity Super.Mkt Presents The Edit – This store offers a meticulously curated collection of second-hand clothing and accessories from prestigious fashion houses including Burberry and Vivienne Westwood. This concept allows customers to access luxury fashion in a sustainable and affordable way while supporting a good cause.
2. Charity Super.Mkt Presents – An event-based store featuring a weekly rotating theme complemented by live DJ sets. This approach to pricing sees items start at £5, decreasing by £1 daily, culminating on Sunday when prices drop to just £2. This dynamic pricing model encourages strategic shopping and guarantees a new experience each week.
A tear of impactful achievements
In its inaugural year, Charity Super.Mkt has:
- Raised nearly £2 million for over 50 different charities.
- Sold over 40,000 items in just 41 days at its original Brent Cross location.
- Increased footfall by 7% during its opening weekend compared to the previous one, achieving the projected monthly turnover in just four days.
“Our original belief in the potential of a multi-charity retail environment was well-founded,” said Wayne Hemingway. “We’re thrilled by the public’s response and excited about the new concepts we’re introducing at Brent Cross.”
Maria Chenoweth added, “Our mission to mainstream charity retail and broaden its appeal has had a profound impact. The community and environmental benefits of our initiative demonstrate the powerful effect of collective effort in charity retail.”
