Crisis, the UK charity working to end homelessness, has launched a new retail concept store in Hammersmith under the name ‘Crisis Dropshop’. Developed in partnership with the London-based design studio Dalziel & Pow, the project transforms the traditional charity outlet into a vibrant, high-street destination.
Opened on 11 November, the revamped store serves as the final destination for donations across Crisis’ network of 17 UK shops. All items are offered at reduced prices under a fixed-price system – £3, £5 or £8 – aiming to give garments a second life while minimising fashion waste.
The ‘Dropshop’ concept has been designed to appeal to younger shoppers and rethink what an outlet retail experience can be. Dalziel & Pow were tasked with developing the brand identity, including a new name, logo, tone of voice and interior branding that reflects the vibrancy and purpose of the store. The name is a play on both the discount pricing and the cultural phenomenon of ‘drops’ in fashion retail.
In keeping with the rebrand’s creative direction, the physical space has been redesigned with printed merchandise displays, colour-coded price stickers and visual features like the ‘dropping’ logo on the storefront. Design decisions also focused on sustainability and ease of implementation for store teams.
Amber Haas, Senior Creative Strategist at Dalziel & Pow, commented: “We’re so proud of this recent collaboration with Crisis. The opportunity to reimagine what an outlet store experience can be and create a bold new brand identity for the concept has been a dream project for the team. ‘Crisis Dropshop’ represents a real step-change for charity retail on the high street – playful, joyful and full of confidence.”
Kim Collins, Director of Retail at Crisis, added: “Crisis Dropshop is about unlocking the full potential of every donation. By giving great pieces another chance to be worn and loved, we’re reducing waste, making sustainable fashion more accessible, and raising vital funds to end homelessness. This new concept brings real energy to both Hammersmith and to our network of shops – it’s bold, playful and welcoming. Thanks to the creativity and commitment from Dalziel & Pow, we’re thrilled with the end result.”
The store’s launch messaging includes “2 drops a week. 3 fixed prices. Ready, set, hunt.” — a direct and informal slogan aimed at encouraging passers-by to engage with the store’s fast-paced, value-led offering.
The Crisis Dropshop forms part of a wider strategy to modernise the charity’s retail arm while staying true to its core mission of ending homelessness in the UK.
