Selfridges adds to sustainability drive with new labelling, wider product range
Selfridges is doubling down on its sustainability commitments and has launched a number of new labelling categories across its fashion, beauty and interiors offer. The new categories include Responsible Leather, Vegan, Reducing Waste, Forest-Friendly, and Cruelty-Free.
The luxe department stores operator said this means a more-than-doubling of its two-year-old Better Buying scheme that will now take in over 3,000 items from 100+ brands as part of a new sustainability edit.
They include big names such as Stella McCartney, Ganni and Calvin Klein, as well as smaller labels like London-based accessories brand Yuzefi that comes under the Responsible Leather umbrella, or Phine Jewellery, whose recycled silver is all about cutting down on waste.
Forest-Friendly brands include Scandi label Samsoe & Samsoe, while Vegan/Cruelty-Free labels take in plenty of beauty names such as Doers of London and Milk Makeup.
The move is intended to offer “increased clarity for customers” who want to shop planet-friendly products but want it to be easy and find items with “specific sustainable product attributes” highlighted.
The company will work with its wholesale parters to identify such products with sustainability director Daniella Vega saying that the firm’s customers “care more than ever about the products they buy and they want clear information from us about them”.
The retailer had conducted research showing that a majority of UK consumers expect luxury retailers to be more proactive than high street names as far sustainability is concerned. It also showed 64% of consumers are seeking cruelty-free products and 72% want to cut back on waste.
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