In the middle of the recession, founder and Executive Creative Director of Portas, saw an opportunity to overhaul the charity retail model. This became a television series, Mary Queen of Charity Shops, before we as agency partnered with Save the Children to see what could be done on a more long-term basis.
In 2009, we came up with ‘Living & Giving’ - a new concept for charity retail – a boutique charity shop experience for fashion lovers. One that cares about its curation of fashionable product, cares about its community (with unique store designs that reflect the neighbourhoods it’s located in) and cares about customer experience.
Brand Strategy & Development
In 2017 Mary’s Living and Giving stores generated £3.3m from which £1.1m of profit went to help underprivileged children around the world, making it not only the most fun and fashion focused, but the most profitable charity shop in the UK.
We tested the concept at Westfield (taking over £100k in just 3 weeks) and, working closely with Save the Children, began to roll out the concept which now sees 22 permanent stores across the UK, and pop-ups in leading department stores such as Liberty.