Charity Super.Mkt’s story
Headed up by Wayne Hemingway, founder of British fashion brand, Red or Dead and Hemingway Design, and Maria Chenoweth, CEO of the sustainable clothing charity, TRAID, Charity Super.Mkt is about taking charity fashion to the next level with its pop-up boutique experience of shopping for secondhand goods.
Having successfully run a pop-up at The Classic Car Boot Sale - a vintage cars and clothing event held in London several times a year - the duo took on a new venture in January 2023, holding their first shopping centre pop up in Brent Cross. This first “bricks-and-mortar residency” was such a success that it was extended for two weeks, and since then the project has gone from strength to strength - as well as location to location.
In 2023 alone, Charity Super.Mkt has visited: Bristol, Birmingham, Edinburgh, Glasgow, Kent, Manchester, Oxford, Reading - as well as a second London event at Westfield Shopping Centre in Shepherds Bush. Each event includes different charities, with some local and some national at each location.
Useful learnings from Charity Super.Mkt
Social media and PR have been incredibly important to the success of Charity Super.Mkt, with features in the Daily Mail, on BBC News and in The Guardian (to name a few) at the launch of the Brent Shopping Centre pop-up, and media coverage in local outlets at the launch of each new location.
Shopping in Charity Super.Mkt feels like a high-end experience - it is about giving people the boutique shopping experience, but doing so with secondhand goods. The set up is stylish, thoughtful and appealing to a young audience.
Charity Super.Mkt’s metrics
Number of charities involved
Amount of money raised
Items sold
Tonnes of CO2 emissions saved
Tonnes of textiles saved from landfill
Cubic metres of water saved
