Clothing repair and alterations company Sojo has secured a permanent concession space at Selfridges in London, as the department store group continues to ramp up its circular activity.
After a previous pop-up shop appearance in the Oxford Street store, Sojo said last week it is “here to stay”. The space is on the third floor, and customers can bring any clothes for alteration via drop-in or appointment.
In a statement on LinkedIn, the London-based company, which will accept clothing repair items in the store and fix them before sending the clothing to the customer’s home, said: “We are beyond excited to share that we have a permanent concession space in one of the most iconic shopping destinations in the world.
“A massive thank you to Selfridges for choosing us as your repair provider and making this step towards a more circular fashion future.”
Selfridges has announced a raft of circular initiatives since launching its Project Earth strategy in 2020, including marketing sustainability work in store and online as ‘Reselfridges’. It has also set itself an ambitious target for 45% of its transactions to come from resale, rental, refill, repair or recycled products by 2030.
This target to make circular transactions a bigger part of its revenue stream is in line with the retailer’s wider ambitions to become a net zero carbon operation by 2040, and Selfridges defines a circular transaction as one going through its stores or e-commerce operation that includes at least one resale, rental, refill, repair, or recycled product.
Last week, Selfridges opened a new Reselfridges space in its Manchester store, spreading its messaging about the importance of eliminating wasteful production and retail practices, and encouraging consumers to think differently about their shopping habits.
At launch, Selfridges’ team member-led ‘Green Warriors’ community hosted knowledge sessions for the Manchester teams to help prepare staff accordingly.
[Image credit: Green Retail World]
