John Lewis to sell pre-owned kidswear with third-party Kidswear Collective
What: John Lewis expands its circular fashion initiatives by introducing pre-owned designer childrenswear through Kidswear Collective partnership at its Oxford Street flagship.
Why it is important: This strategic expansion of pre-owned luxury into childrenswear demonstrates how department stores are evolving their business models to meet growing consumer demand for sustainable fashion while maintaining premium brand relationships.
John Lewis continues to strengthen its position in circular retail with the launch of a dedicated pre-owned designer childrenswear space at its Oxford Street flagship store. The initiative, in partnership with Kidswear Collective, offers a curated selection of refurbished and past-season designer items for ages newborn to 12 years, featuring prestigious brands like Gucci, Burberry, and Stella McCartney at 60% below original prices. This latest venture builds upon the retailer's successful track record with rental, circular, and pre-loved collections, demonstrating their commitment to sustainable shopping options. The strategic placement within the kids department creates a seamless shopping experience where customers can mix new and pre-owned items. Services & Innovation lead Danielle Gagola emphasises the move's alignment with their broader sustainability goals, while Kidswear Collective highlights how department store partnerships help normalise pre-loved fashion purchases.
IADS Notes: John Lewis's expansion into pre-owned childrenswear represents the latest development in their comprehensive circular economy strategy. Since August 2024, the retailer has systematically expanded its sustainable offerings, beginning with The Little Loop partnership and extending into luxury resale through Sign of the Times . This approach aligns with their £800 million retail transformation investment announced in October 2024 , which emphasises enhanced customer experiences and sustainability initiatives. The success of these ventures has been evidenced by strong customer engagement, leading to the nationwide rollout of repair services in April 2025 , demonstrating the retailer's commitment to combining traditional retail excellence with modern sustainability practices.
