The British department store chain Selfridges has ambitious plans and wants to revolutionize the retail trade with its "Project Earth" concept.
Project Earth can be seen as Selfridges' commitment to sustainability for the future. The new approach is based on three main areas: materials, models and mindsets. By 2025, the retailer aims to only use materials that will come from certified, sustainable sources. The project includes a variety of retail concepts, design innovations, commitments, events and thought-provoking ideas–all aimed at radically changing the retail industry from the ground up.
An important aspect for the company is the creation of a virtuous circle so that consumed products do not become disposable. Selfridges offers customers the opportunity to refill their favorite cosmetic products, rent an outfit for a special occasion or have certain items repaired.
The stock of Selfridges will soon be available via HURR. The 100-piece curated selection called Selfridges Rental Collection is selected by the Selfridges team and includes more than 40 brands, including Zimmermann, The Attico and Cecilie Bahnsen. Each rental is priced at a fraction of the value for money of its designer and is available for 4, 8, 10 or 20 days. It is the first time that Selfridges has launched its own fashion rental collection.
Victoria Prew, co-founder of HURR, says, "Extending the lifespan of clothes that already exist is one of the best things you can do to reduce the environmental impact of your wardrobe. We want to help women monetize their wardrobes, and to revolutionize the rental process altogether. Not only do we want to extend the life-cycle of luxury pieces, but also to integrate leading technology into the HURR experience.”
The new business models also include refilling and renting items through ReSellfridges' resale model, due to be launched in September at two Selfridge London stores and also at a pop-up arriving at the Selfridges Manchester Exchange Square store. The Resellfridges edition includes popular pieces from the Selfridges archive and collections curated by vintage connoisseurs, such as the Vestiaire Collective, which opened its first physical space in Selfridges London in 2019 and has since demonstrated a new, sustainable way of shopping for any item.
The Repairs Concierge at Selfridges London helps to give products a second life. The consultations take place either in-store or virtually online.