What: Selfridges is advancing its sustainability agenda by integrating circular retail practices that emphasize consumer enjoyment over ownership.

Why it is important: As Selfridges shifts its business model to include more sustainable practices like resale, rental, repair, refills, and recycling, the emphasis on making these processes enjoyable for customers is crucial. This approach not only helps meet sustainability goals but also engages customers in a meaningful way, potentially setting a standard for the retail industry.

Selfridges CEO Andrew Keith outlined the company's playful approach to circular retail at a recent event, highlighting the importance of customer enjoyment in sustainable shopping. With a revised goal to reach net-zero carbon emissions by 2040, Selfridges is pushing for at least 45% of its transactions to involve recycled products or circular services. The initiative, known as ReSelfridges, has seen success in areas like resale and beauty refills, though some sectors like children’s clothing rental have underperformed. Keith emphasized the importance of simplicity in customer interactions and the need for continuous adaptation and learning to refine their offerings. The strategy integrates sustainability deeply into the business model, making every team member a stakeholder in achieving these ambitious goals.

Selfridges embraces playful circular retail to drive sustainability goals