The dynamic duo behind Charity Super.Mkt
When Wayne Hemingway and Maria Chenoweth unveiled Charity Super.Mkt, the UK’s first multi-charity shop, it was more than just a retail experiment. It was a testament to innovation, sustainability, and the power of collaboration in a rapidly evolving industry. “We wanted to create something bigger,” explains Wayne Hemingway, co-founder of Charity Super.Mkt and partner at Hemingway Design. “Something that could re-energise high streets and shopping centres while addressing pressing environmental and social issues.”
Hemingway and Chenoweth’s journey to this groundbreaking concept is as eclectic as the items on their shelves. For Hemingway, the seed was planted in his youth. “I was kind of trained in fashion in nightclubs from the age of 13,” he recalls, reflecting on his days in Blackburn and Wigan. Later, selling secondhand clothes in Camden Market laid the groundwork for the global success of the fashion label Red or Dead. “We became the biggest sellers of secondhand clothes in London, which funded Red or Dead,” he says.
Maria Chenoweth, CEO of the charity TRAID and co-founder of Charity Super.Mkt, found her calling in secondhand retail after becoming disillusioned with the commercial sector. “I started from nothing,” she says. “I was a nobody, and now I’m a bit of a somebody.” Her decades of experience in charity retail equipped her with a unique perspective on the industry’s potential.
A Bold Beginning
The idea for Charity Super.Mkt germinated from their shared history and a series of successful collaborations, including an upcycled clothing label for Topman in the early 2000s. “We were already experimenting with secondhand clothes in spaces that weren’t traditionally associated with them,” says Chenoweth. But it was a project at King’s Cross, which placed the charity Shelter as an anchor tenant in a shopping centre, that sparked the realisation of a larger opportunity.
“We proved that secondhand clothes could bring in new demographics and revitalise spaces,” Hemingway explains. The results spoke volumes: “The charity section generated the second-highest retail income day after Christmas Saturday, and footfall increased significantly.”
This success provided the momentum to pitch the concept to larger landlords. Hemingway and Chenoweth eventually partnered with Hammerson, leading to the first Charity Super.Mkt location at Brent Cross. “We opened with nothing but our mouths and a vision,” recalls Chenoweth. “Within the first three days, we had surpassed 50% of our four-week target.”
Changing the Game
Charity Super.Mkt defies the stereotypes often associated with charity retail. “The perception of charity shops is often small, quiet spaces run by lovely older ladies,” Hemingway notes. Instead, they envisioned something vibrant and inclusive, “a space that felt like a department store, with DJs playing and a festival atmosphere.”
The shop’s innovative design and atmosphere weren’t the only aspects that broke the mold. They also introduced a unique system allowing customers to shop across multiple charities in a single transaction, thanks to a partnership with Micro Market. “You could buy clothes from homeless charities, hospice charities, and animal charities all in one basket,” Chenoweth explains, adding, “It’s a logistical feat we’re incredibly proud of.”
The impact has been profound. “We’ve raised over £1.3 million and sold more than 151,000 items of clothing,” Chenoweth reveals. For charities, the model is risk-free. “There are no setup costs or long leases. They just provide the clothes and the people.”
Riding the Wave of Social Shopping
The rise of secondhand and social shopping has been pivotal to Charity Super.Mkt’s success. While vintage trends have ebbed and flowed over the decades, Chenoweth believes today’s movement is different. “This isn’t just about fashion. It’s about sustainability,” she says. “With social media and increased awareness, people are making more informed choices.”
Yet, the challenges are formidable. “We’re up against ultra-fast fashion,” she laments. “Clothes are being made in horrific conditions, and it’s the fourth most environmentally damaging industry. But people are starting to fight back against disposable garments designed to be worn once.”
Hemingway echoes this sentiment, emphasising the joy and ethics of secondhand shopping. “It’s about making happiness for yourself and for others,” he says. “Instead of giving money to offshore companies, you’re supporting causes that make a difference.”
Building a Legacy
As the momentum behind Charity Super.Mkt grows, so does the vision. The team has ambitious plans to expand, with shops already open in Bristol, Edinburgh, Salford, London, and Oxford. “From a four-week trial, we now have five locations,” Hemingway marvels. “But we need to build a team and secure sponsorships to sustain this growth.”
Long-term aspirations include a flagship store on Oxford Street and the launch of Charity Super Jumble—a large-scale event reclaiming the humble jumble sale. “We want to tackle the mountains of clothing that don’t even reach charity shops,” says Chenoweth. “There’s enough clothing on the planet to clothe the next six generations. We need to address that.”
A Call to Action
Charity Super.Mkt’s success is a reminder of the power of purpose-driven innovation. For businesses looking to incorporate social impact, Hemingway offers straightforward advice: “There has to be sacrifice. You might not need everything you’ve got. Could you survive on less and give back more?”
Chenoweth urges authenticity. “Don’t greenwash. People see through it, and it can damage your brand. Be genuine, link your values to your work, and focus on mutually beneficial relationships.”
Ultimately, Charity Super.Mkt is about more than retail. It’s a movement toward a more sustainable, ethical, and joyful way of living. As Hemingway reflects, “If you get in a position to leave this world a better place, that’s what you should do.”
