British B-corp maternity wear and baby clothes retailer JoJo Maman Bébé has launched its first takeback scheme today, JoJo Reloved, to contribute to circular fashion and reduce waste.
In partnership with thelittleloop, one of the leading pre-loved marketplaces for childrenswear, customers will receive in-store credit for trading in pre-loved clothing to spend at JoJo or similar brands affiliated with thelittleloop.
This coincides with the launch of JoJo’s new older kids range, JoJo Junior, which features clothing for children of up to nine years old and customers are encouraged to use their resale credits to buy clothing in the next size up.
Jojo Maman Bébé chief executive Mark Wright said: “JoJo Reloved is an easy-to-use takeback scheme that benefits our customers and helps to ensure quality JoJo clothes are re-worn and reloved by even more kids.”
“Partnering with thelittleloop is something we’re truly excited about. They partner with loads of ethical and sustainable brands to help their customers resell their clothes and offer a high-quality, pre-loved selection in a one-stop shop.”
Thelittleloop chief executive Charlotte Morley said: “Helping JoJo offer true circularity to their customers in a way that reduces the burden of pre-loved reselling on parents feels like a natural step.”
Companies promoting circular fashion, such as thelittleloop, aim to mitigate the 350,000 tonnes (approximately) of clothing and textile waste that is sent to landfill each year in the UK.
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