(R)etailer to watch: How Avocado wants to make the world a greener place

On the occasion of our latest SUSTAINABLE ISSUE, we presented a bunch of retail concepts, which are focusing on sustainability. One of them was Avocadostore, a shopping platform which has found online success by offering ecologically correct fashion, clean toys and environmentally friendly design objects for the masses. Here, managing director Mimi Sewalski, told us about Avocado's concept and cirteria when choosing the right sustainable products from the right provider.

An Amazon for sustainable products–that's what Philipp Glöckler and Stephan Uhrenbacher had in mind when they founded the Avocado marketplace in Hamburg in April 2010. This shopping platform that enables sustainable labels, designers and shops to sell their products online in an easy and uncomplicated way began as a niche business. In the beginning, it attracted informed customers who already cultivated a sustainable lifestyle. “It was and still is important for our customers to be able to see why products are sustainable and how they are produced. The transparency of the presentation and the large selection make our USP", explains managing director Mimi Sewalski who joined the team in the founding phase and has managed the company since 2013.

Photo: KCA x Avocadostore

Available on June 1, Avocadostore and KnowledgeCotton Apparel teamed up for their limited collection „Make Love Not Waste”, which includes unisex and 100 percent organic cotton t-shirts, with statements like „Less is more“ or „Make Love Not Waste“, purchasable in white, black and grey at a price of 34,90 EUR. Both brands will donate 3 euros to „One Earth – One Ocean“ with every purchased shirt.

Avocado has since outgrown its niche. It’s not just hardcore tree huggers who shop there but more and more people “that are taking the first step in the direction of sustainability and maybe just buy a bottle of water for the first time and then slowly tackling the topic,” explains Sewalski. In addition to a wide range of sustainable fashion, Avocado also offers products that help to save plastics or help environmentally-friendly living in the categories of living, beauty, garden and baby/child. A total of 650 retailers sell over 3,000 brands and more than 160,000 sustainable products via the platform. A team of 30 permanent employees ensures that everything runs smoothly.

The assortment is not only determined by the shops that are active on the marketplace. Avocado itself helps shape the offer. “We see ourselves as trendsetters and order only what our dealers do not order themselves. Or we can also purchase additional items to ensure a full range of products,” says Sewalski.

In the denim sector, brands such as Haikure, Mud Jeans, Kuyichi, Nudie Jeans, Goodsociety and Kings of Indigo are part of the product range. “Basics such as socks or underwear are popular, but also well-known brands such as Armedangels or Knowledge Cotton,” explains Sewalski. “We're good at discoveand news, so we like to show newcomers and start-ups.”

Avocado has recently added Pinqponq backpacks to its range. In order for a brand to reach Avocado, several conditions must be met. “As a guiding question, we always ask ourselves: Is the product a better alternative to the conventional product?” explains Sewalski. “This is the prerequisite for everything else. Style, quality and innovation are then always criteria that inspire us.”

Read and see more interesting stories and insights in our new Sustainable ISSUE here.