Helping to bring some of the 225 million unused items of childrenswear stored in UK homes back into circulation, thelittleloop, the UK’s childrenswear rental company, is now offering a second-hand clothing market. This new service provides a one-stop shop for quality, pre-loved children’s clothing, both online at thelittleloop.com and in-store at John Lewis’s flagship location on London’s Oxford Street. The initiative also introduces a guaranteed buy-back service, offering parents a sustainable and cost-effective way to shop for their kids.
Founded by Charlotte Morley, thelittleloop was created to keep both new and second-hand children’s clothes in circulation longer, aiming to significantly reduce waste. Morley gained national attention in 2022 after her appearance on BBC’s Dragons’ Den, where she received investment offers from four Dragons. Ultimately, she secured double the amount of funding she sought, partnering with Deborah Meaden and Steven Bartlett to further develop the business.
thelittleloop is changing the way parents buy and resell children’s clothing. Through the platform, parents can easily trade in outgrown clothes with just a few clicks, receiving credit to spend with thelittleloop or vouchers for partner brands like Little Green Radicals. This system not only simplifies keeping children’s clothes in circulation but also ensures that every item meets high standards of quality and cleanliness, addressing a significant concern for many parents.
This new offering is in direct response to insights gathered from a recent survey conducted by Censuswide for thelittleloop, highlighting parents’ evolving needs in sustainable children’s fashion. The survey revealed that the average UK parent stores 33 items of outgrown or unworn children’s clothing, amounting to approximately 225 million unused items nationwide, with a total estimated value exceeding £2 billion. It also found that while 84% of parents are open to buying second-hand clothes for their children, 51% are concerned about the quality of these items, showcasing the need for a reliable solution.
Thelittleloop offers several key features designed to address these concerns:
- Guaranteed Quality: All pre-loved items undergo thorough sanitisation and verification, ensuring that parents can shop with confidence.
- Seamless Trade-In Process: The platform allows parents to manage their purchases through a digital trade-in closet, offering upfront pricing and instant credit for returned items.
- Clearout Scheme: Customers can order a clearout bag for £2, fill it with outgrown clothes, and send it to thelittleloop. The company offers £5 for each full bag, with additional compensation for sellable items. Unsellable clothes are donated to baby banks, ensuring nothing goes to waste.
Charlotte Morley, founder of thelittleloop, commented on the expansion: “I know as a parent what a challenge it can be to dress kids in a fun, stylish way without the environmental damage that comes with buying new every time. That’s why we’re expanding our offer from thelittleloop, so that parents can buy new or second-hand from the UK’s best-loved brands, at a snip of the price, both in-store at John Lewis and at thelittleloop.com, with the guarantee that they will be reused again when no longer needed.”
The partnership with John Lewis introduces resale options directly into physical retail, encouraging customers to shop more sustainably. Danielle Gagola, Innovation Lead at John Lewis, expressed optimism about the collaboration: “Bringing resale options like thelittleloop into shops is a great way to encourage more of our customers to purchase in a more sustainable way. Children grow out of clothes so quickly that often they can be left in the back of wardrobes. With thelittleloop, we’re encouraging customers to purchase second-hand clothing, and they can also pick up a bag to donate their outgrown clothing too. We’re hoping customers will support this and drive change in the way they shop.”
