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Nigel TAYLOR Published
April 15, 2025
Charity Super.Mkt is heading back to where its successful UK pop-up journey began — north London’s Brent Cross mall — and arrives with two temporary stores and a product upgrade.
As part of the charity retailer’s one year anniversary celebration, the jointly-owned abrdn/Hammerson shopping centre is to open ‘Charity Super.Mkt Presents The Edit’, with a focus on high-end fashion labels.
The upgrade is described as “a bold and brand-new concept store featuring a collection of curated second-hand clothing and accessories selected by local and national British charities”. The Edit opens for 12 weeks, Monday to Sunday.
Customers will be able to purchase dresses, shirts and bags from fashion houses including Burberry and Vivienne Westwood “at affordable prices and in a sustainable way”.
In another first, Charity Super.Mkt will also launch a separate event-based store, that comes with a rotating weekly theme and support DJs. Customers here “will need to be strategic in their purchasing”, as the first theme is ‘Countdown’, a "unique concept" whereby all items will be priced at £5 on Thursday, dropping by £1 each day until all items are only £2 on Sunday.
The concept store’ opens from Thursdays to Sundays, also for 12 weeks, with new themes revealed week-by-week.
In its first 12 months, the wider concept has toured the UK and launched at two additional Hammerson destinations (Oracle in Reading and Cabot Circus in Bristol) that have now raised almost £2 million, a threshold expected to be reached at Brent Cross.
Hammerson said the arrival and incubation of Charity Super.Mkt “underpins a wider strategy… to enhance its assets by introducing new brands, concepts and market-firsts, in turn driving footfall and customer engagement”.
During its original run in 2025, over 40,000 secondhand items were sold in just 41 days of trading, with 26,000 customers flocking to snap up pre-loved items from household names including Zara, Ralph Lauren and Versace.
At the time, Brent Cross footfall rose 7% on the opening weekend vs the previous weekend; projected turnover for the whole month was achieved in only four days; 11.4 tonnes of clothing and shoes were saved from landfill; and 755 transactions were achieved on the busiest trading day, equating to over £20,000 raised for charity.
Co-founder Wayne Hemingway said: “When we opened our first Charity Super.Mkt … we had a hunch that the public were ready for a multi charity store that had great secondhand fashion, in a vibrant environment, all set to a fab soundtrack. We were right, and we soon realised we had created one of the UK’s hottest retail brands.”
Sarah Tinsley, Director of Marketing & Placemaking at Hammerson, added: “The continued success of Charity Super.Mkt demonstrates that with the right landlord support, new brands with a strong USP, can really thrive in the marketplace. Retail is evolving with a stronger focus on purpose and our vision for Brent Cross, and all our assets, is to create vibrant multi-use destinations that have a significant social impact in the cities in which we operate.”