The Little Loop’s concession is located on the fourth floor of John Lewis’s Oxford Street flagship within the new childrenswear department unveiled last year. It will be open for 12 months.
Consumers can buy pre-owned dresses, jumpers, jackets and t-shirts for children up to six years old, with prices starting at £5. Shoppers can also pick up a dedicated pouch to fill with their children’s unwanted clothing items and post directly to The Little Loop for a £5 credit to spend online with the platform.
John Lewis had previously launched a trial with The Little Loop in 2022, when a selection of its products were available to rent on the platform.
John Lewis innovation lead Danielle Gagola said, “Bringing resale options like The Little Loop into shops is a great way to encourage more of our customers to purchase in a more sustainable and affordable way.
“Children grow out of clothes so quickly, that often they can be left in the back of wardrobes. With The Little Loop we’re encouraging customers to purchase second hand clothing and they can also pick up a bag to trade in their outgrown clothing in return for store credit too. We’re hoping customers will support this and drive change in the way they shop.”
The Little Loop founder Charlotte Morley said, “This is an amazing opportunity to bring The Little Loop to the high street through one of Britain’s best loved brands.
“Over 84% of parents are now using online apps to shop second hand for their children’s clothing but not everyone finds it easy or trusts the quality of clothes sent in the post. So we’re delighted to be able to bring it to life and help even more people to experience the joy of preloved.”
Founded in 2020 by Charlotte Morley, The Little Loop received a £140,000 investment on the BBC’s Dragons’ Den in 2021.
Since launching resale in 2023, The Little Loop has resold around 10,000 items, saving 2.5 tonnes of clothing waste, 150 tonnes of CO2 and 6 million litres of water. The business estimates that the the John Lewis concession, open Tuesday-Sunday 12-6pm, will allow it to sell an additional 20,000 garments.
Additionally, John Lewis has cemented its partnership with luxury reseller Sign of the Times, by making the pop-up in the Peter Jones store on King’s Road permanent, and making luxury handbags available to buy online on the John Lewis platform for the first time. Bags from luxury brands including Prada, Celine and Louis Vuitton will be available on johnlewis.com.