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Childrenswear retailer JoJo Maman Bébé has officially launched a resale scheme in partnership with pre-loved clothing platform Thelittleloop.
The new service, JoJo Reloved, went live in the UK today (19 August) and allows customers to trade in outgrown kidswear in exchange for store credit. The scheme accepts items from JoJo and other brands that partner with Thelittleloop, with no need to photograph or list garments individually.
Customers can trade in clothing either by using an online tool or by collecting a clear-out bag in-store. Once returned, the items are assessed and exchanged for credit that can be used on the JoJo website or with other participating brands. Unlike other resale platforms, customers receive credit immediately without waiting for items to sell.
The launch of JoJo Reloved coincides with the introduction of JoJo Junior, a new range of clothing for children aged up to nine. The retailer said the timing was deliberate, aiming to support customers in passing on outgrown clothing while shopping for larger sizes.
Mark Wright, chief executive of JoJo Maman Bébé, said: “We’re delighted to launch JoJo Reloved, an easy-to-use takeback scheme that benefits our customers and helps to ensure quality JoJo clothes are re-worn and reloved by even more kids.
“Thelittleloop partners with loads of ethical and sustainable brands to help their customers resell their clothes and offer a high-quality pre-loved selection in a one-stop shop, without the need for photographing items, haggling over prices or the other usual resale faff.”
Charlotte Morley, chief executive of Thelittleloop, added: “Partnering with JoJo Maman Bébé is an incredible milestone in our mission to make reusing children’s clothing the norm.
“We know from experience that JoJo clothing is beautifully designed and made to last. And so helping JoJo to offer true circularity to their customers, in a way which reduces the burden of pre-loved reselling on parents, feels like a natural step.”
The initiative follows a series of short-term donation drives by JoJo Maman Bébé, which the company said have diverted more than 30 tonnes of clothing from landfill in the past decade.
JoJo Maman Bébé is a certified B Corporation and said the year-round JoJo Reloved scheme underlines its commitment to sustainability, responsible consumption and environmental transparency.
