JoJo Maman Bébé has launched its first resale platform in partnership with children’s clothing marketplace thelittleloop, as the maternity and babywear retailer steps up its circular fashion push.
The new takeback scheme, JoJo Reloved, goes live in the UK today (19 August) and will allow parents to trade in outgrown children’s clothes for credit that can be spent on JoJo’s website or with other participating partners.
Unlike traditional resale platforms, customers don’t need to wait for items to sell before receiving credit.
As part of the initiative, customers can use an online trade-in tool for an instant estimate or pick up a “clear-out bag” from stores. JoJo items – as well as clothes from other thelittleloop partner brands – are accepted.
The launch of Reloved coincides with the debut of JoJo Junior, a new range for older children up to age nine, introduced to meet strong demand for the brand’s designs beyond babywear.
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JoJo Maman Bébé CEO Mark Wright said: “We’re delighted to launch JoJo Reloved, an easy-to-use takeback scheme that benefits our customers and helps to ensure quality JoJo clothes are re-worn and reloved by even more kids.
“Partnering with thelittleloop, a leading and trusted pre-loved clothing shop for kids, is something we’re truly excited about.”
Charlotte Morley, CEO of thelittleloop, added: “Partnering with JoJo Maman Bébé is an incredible milestone in our mission to make reusing children’s clothing the norm. We know from experience that JoJo clothing is beautifully designed and made to last.”
The retailer, which became a B Corp in 2016, said Reloved reflects its long-term sustainability commitments. JoJo has previously run short-term donation drives that saved more than 30 tonnes of children’s and baby clothing from landfill, but the new platform will operate year-round.
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