John Lewis joins childrenswear rental market through partnership with The Little Loop
John Lewis is entering the kids’ clothing rental market through a partnership with childrenswear rental brand, The Little Looop.
Launching on 26 May, the initial 51 products will include staple items for children and babies up to the of age 12 and clothing made from more sustainable raw materials such as BCI cotton and recycled polyester.
The products will be available to rent on thelittleloop.com, where customers will be able to choose John Lewis items to add to their monthly subscription plan. Starting from £18, the plan allows customers to rent around six to seven products at a time, with unlimited swaps.
According to environmental charity Hubbub, an estimated 183 million outgrown baby clothes are sitting in the back of UK wardrobes.
Glynis Williams John Lewis & Partners kids and baby fashion category lead, said: “We’re thrilled to be launching a collection of baby and childrenswear clothing with The Little Loop, giving customers a more sustainable option to rent high quality John Lewis clothing through a trusted partnership.
“The partnership with The Little Loop reflects our ambition to offer more sustainable ownership options and forms part of the commitment we made to our customers to reduce the greenhouse gas footprint of our textile supply chains by 50% by 2030.”
The Little Loop was founded by Charlotte Morley, who featured on Dragon’s Den earlier in the year, and received backing from dragons Deborah Meaden and Steven Bartlett.
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