Selfridges has cemented its position at the heart of fashion’s sustainability push, following its win in the Retail Excellence category at TheIndustry.fashion Awards 2025 for its Planet-focused work. In the interview accompanying the award series, Christian Toennesen, Sustainability Director at Selfridges Group, outlined RESELFRIDGES as an ecosystem of products, services, and activities designed to build a sustainable future for both the retailer and its customers. He explained that RESELFRIDGES spaces sit alongside the luxury brands across Selfridges’ stores with the ambition that circular shopping should feel as elevated as buying new. “RESELFRIDGES spaces are embedded alongside our luxury brands across all four stores, with the aim of making circular shopping feel as elevated and luxurious as buying new,” Toennesen told TheIndustry.fashion. The discussion also touched on how sustainability communications are regulated and the emerging debate around brands opting to “greenhush” rather than actively publicising every initiative, a topic the retailer says it is navigating by balancing clarity with consumer relevance.

The industry’s response to Selfridges’ approach has been reinforced by tangible scale-up in the last year. The retailer has moved to roll out permanent Reselfridges accessories destinations to all UK stores, expanding the circular ecosystem beyond London. In its most detailed account to date, Selfridges described a London space of about 1,000 square feet as the anchor, with plans for a 3,000 square foot circular fashion destination on the third floor to unite initiatives such as SOJO repair, HURR rental, Vintage Threads and We Are Cow in one hub; the Handbag Clinic becomes a permanent concession as part of the broader strategy. The company reiterated that the rollout will keep preloved pieces, repairs, upcycling and archive access at the core of its offer, reflecting customer appetite for sustainable luxury. This expansion was reported by Selfridges and corroborated by industry outlets, which noted the company’s ongoing partnerships to curate vintage pieces and customise purchases as part of a seamless circular experience.

Selfridges’ circular model is built to normalise repair and resale as everyday aspects of premium shopping. The retailer describes Reselfridges Repair as a network that spans multiple stores, with six permanent repair destinations in Selfridges London alone, covering clothing, shoes, accessories, jewellery and even Apple devices, in collaboration with partners such as SOJO and SNEAKERS ER. The in-store repair, resale and refurbishment offering sits alongside other circular services and experiences, including collaborations and curated capsule activations. A high-profile example of the continued expansion of this approach occurred in March 2025 when Burberry opened a ReBurberry circular pop-up at Selfridges, focused on restoring trenches, scarves and leather items dating back to pre-1999, with additional services such as scarf upcycling and cashmere refresh featured as part of Burberry’s ongoing commitment to extending garment lifetimes within Selfridges’ circular ecosystem.

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Source: Noah Wire Services