Ex-JoJo Maman Bébé CEO Gwynn Milligan has taken a non-executive director role at fashion circularity platform, TheLittleLoop.
Milligan, who left full-time retail leadership in October 2024 when she stepped down as JoJo Maman Bébé boss to start her GM Board Advisory business, has a distinguished retail career covering senior positions at Reiss, Jaeger, and seven and half years at JoJo. Earlier on in her career, Milligan held senior buying and merchandising roles at Arcadia Group and Asos.
Milligan’s arrival at TheLittleLoop comes as the business is raising funds to expand into adult fashion and scale operations, with some equity available for investors. TheLittleLoop gained £140,000 investment for a 25% stake in the the business from entrepreneurs Deborah Meaden and Steven Bartlett, as part of founder Charlotte Morley’s appearance on BBC show Dragons’ Den in 2022.
Ex-Asos sustainability boss Simon Platts is also an advisor to TheLittleLoop.
Morley said: “We’ve spent years building the infrastructure for true garment circularity — one that truly works for brands and for customers.
“Gwynn’s experience and understanding of what drives both commercial success and customer trust will help us scale responsibly, while remaining alive to the needs of our brand partners.”
Milligan added: “What excites me about TheLittleLoop is its potential to redefine the relationship between brands and customers. It’s not just about sustainability — it’s about creating smarter, more connected and responsible retail experiences that reward everyone involved.”
In August 2025, TheLittleLoop added JoJo to its list of retail partners, which also includes department store chain John Lewis. TheLittleLoop supports the JoJo’s clothing takeback scheme, JoJo Reloved, allowing consumers to give their children’s used clothes another life, and receive credit for doing so.
By using TheLittleLoop as the infrastructure behind the scheme, the retailer said parents looking to resell items have a straightforward system in place to do so.
Morley said on LinkedIn this week: “Only one in three people find time to resell. The rest? Billions in value just sits there, trapped.
“At TheLittleLoop, we’ve built the infrastructure to unlock that value. One click to trade in. We handle everything – photos, listings, sales, shipping. Instant credit. No waiting. No hassle.”
She explained that the platform’s revenue was up by 250% year-on-year, supported by 12 brand partnerships, and revealed TheLittleLoop is in “developed” conversations with other retailers about working together in the future.
[image credit: TheLittleLoop]
