What: UK-based retailer, John Lewis, is employing a new circularity strategy which encourages customers to recycle by providing rewards.

Why it is important: Customers who donate five or more pre-loved clothing items to a John Lewis store, which will either be resold or recycled, will receive a 5-pound offer to use on purchases 20-pounds or more.

The offer can be applied to fashion or homeware categories but excludes online purchases. As part of the company’s ‘FashionCycle’ initiative and following the success of ‘BeautyCycle’, this newest loyalty strategy reinforces a ‘repair, reuse or recycle’ plan.

‘FashionCycle’ is part of John Lewis’ commitment to ensuring all product categories have a 'buyback' or 'takeback' solution by 2025.

John Lewis rewards customers who recycle