launches giving platform for used homewares in circular economy push


The retailer has partnered with digital giving, selling and swapping marketplace platform Geev to host the offer. Geev launched in 2017 and, to date, has diverted almost 19,000 tonnes of preloved items to new homes across Europe. 

Under the scheme, customers in the UK and France will be encouraged to list unwanted items on the free Geev app when they make a purchase from MADE.COM. Once a new home is found for the items, will donate the equivalent of 10% of the original order on its site to its charity partners – namely Groundwork, Centrepoint, Kids Out, Wonder Foundation and Akt. has chosen to encompass products from all brands in the offer, to maximise the amount of items that can be diverted from landfill or incineration, while also maximising charitable donations.

The firm’s chief executive Philippe Chainieux called the launch “a significant first step in tackling the end of life of products”, under MADE.COM’s long-term vision of becoming a ‘truly circular’ business with a net-positive impact on the environment.

“From the very beginning, Made has pioneered a new way of working and producing in our sector, focusing on design-led, small batch production that ensures we only produce what we know we’ll sell,” Chainieux said.

“Our vertically integrated model gives us control over our supply chain, enabling us to embed sustainable practices quickly and efficiently at every stage; from the materials we source right through to how we support our customer to shop responsibly.”

A new home for used goods

As the UK’s retail sector reopens following a lockdown that first began in December 2020, many big names are turning to new business models to tempt increasingly sustainability-minded customers back to stores – while driving progress towards their own environmental targets.

Earlier this month, Ikea launched its long-awaited buy-back scheme for furniture across its UK stores. Customers will be able to trade gently used items including tables and bookcases for Ikea vouchers, equivalent to up to 50% of the original product price. Collected items will then be resold. The launch forms part of Ikea’s partnership with the Ellen MacArthur Foundation and follows pilots of offers including rental and textile take-back.

Similarly, Asda recently announced plans to add a second-hand fashion aisle to 50 of its UK stores, in a bid to encourage a more circular economy for clothing.

Sarah George


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