Save the Children is testing a new look in two of its retail outlets in an effort to attract younger people into the stores and lose its “jumble sale” image. If the look proves successful, the charity will roll it out across its 150 UK shops.
The stores in Northampton and Carlisle, which open this week, sport a redesigned fascia and interior. As well as the use of wood and glass, the interiors now feature a series of messages reinforcing the link between making a purchase and helping children.
To combat shoplifting, a problem faced by all charity shops, these messages also feature prominently in the changing rooms to make would-be thieves think twice. Clothes are clearly segmented so people can find what they want without having to go through racks.
The revamp was handled by Leicester design company Mynt Design and Management, which won the work after a four-way pitch.
Save the Children head of retail Sean O’Donnell says widening the profile of the shoppers and its volunteers, who are traditionally older women, is vital. “We’re doing this to provide a more up-to-date shopping experience for both,” he says.