Selfridges scales Reselfridges hubs across UK as circular shopping goes luxury

After winning Retail Excellence at TheIndustry.fashion Awards 2025, Selfridges has expanded its Reselfridges ecosystem — creating permanent repair, resale and upcycling destinations across all UK stores and positioning circular services alongside luxury brands to normalise sustainable premium shopping.

Selfridges has cemented its position at the heart of fashion’s sustainability push, following its win in the Retail Excellence category at TheIndustry.fashion Awards 2025 for its Planet-focused work. In the interview accompanying the award series, Christian Toennesen, Sustainability Director at Selfridges Group, outlined RESELFRIDGES as an ecosystem of products, services, and activities designed to build a sustainable future for both the retailer and its customers. He explained that RESELFRIDGES spaces sit alongside the luxury brands across Selfridges’ stores with the ambition that circular shopping should feel as elevated as buying new. “RESELFRIDGES spaces are embedded alongside our luxury brands across all four stores, with the aim of making circular shopping feel as elevated and luxurious as buying new,” Toennesen told TheIndustry.fashion. The discussion also touched on how sustainability communications are regulated and the emerging debate around brands opting to “greenhush” rather than actively publicising every initiative, a topic the retailer says it is navigating by balancing clarity with consumer relevance.

The industry’s response to Selfridges’ approach has been reinforced by tangible scale-up in the last year. The retailer has moved to roll out permanent Reselfridges accessories destinations to all UK stores, expanding the circular ecosystem beyond London. In its most detailed account to date, Selfridges described a London space of about 1,000 square feet as the anchor, with plans for a 3,000 square foot circular fashion destination on the third floor to unite initiatives such as SOJO repair, HURR rental, Vintage Threads and We Are Cow in one hub; the Handbag Clinic becomes a permanent concession as part of the broader strategy. The company reiterated that the rollout will keep preloved pieces, repairs, upcycling and archive access at the core of its offer, reflecting customer appetite for sustainable luxury. This expansion was reported by Selfridges and corroborated by industry outlets, which noted the company’s ongoing partnerships to curate vintage pieces and customise purchases as part of a seamless circular experience.

Selfridges’ circular model is built to normalise repair and resale as everyday aspects of premium shopping. The retailer describes Reselfridges Repair as a network that spans multiple stores, with six permanent repair destinations in Selfridges London alone, covering clothing, shoes, accessories, jewellery and even Apple devices, in collaboration with partners such as SOJO and SNEAKERS ER. The in-store repair, resale and refurbishment offering sits alongside other circular services and experiences, including collaborations and curated capsule activations. A high-profile example of the continued expansion of this approach occurred in March 2025 when Burberry opened a ReBurberry circular pop-up at Selfridges, focused on restoring trenches, scarves and leather items dating back to pre-1999, with additional services such as scarf upcycling and cashmere refresh featured as part of Burberry’s ongoing commitment to extending garment lifetimes within Selfridges’ circular ecosystem.

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Source: Noah Wire Services

Noah Fact Check Pro

The draft above was created using the information available at the time the story first
emerged. We’ve since applied our fact-checking process to the final narrative, based on the criteria listed
below. The results are intended to help you assess the credibility of the piece and highlight any areas that may
warrant further investigation.

Freshness check

Score:
6

Notes:
🕰️ Much of the narrative is recycled/planned material rather than breaking news: Selfridges launched Project Earth / ReSelfridges in 2020 (earliest programme launch), and the permanent Reselfridges rollout (including the 1,000 sq ft and planned 3,000 sq ft areas) was publicly announced in April 2024. ‼️ TheIndustry.fashion interview (20 Aug 2025) republishes and expands on those initiatives rather than revealing wholly new programme facts. Evidence: Selfridges press (08 Apr 2024). ([selfridgespress.com](https://selfridgespress.com/2024/04/08/selfridges-opens-permanent-reselfridges-accessories-destinations-in-every-store/?utm_source=chatgpt.com)) Earlier trade coverage (FashionNetwork / TheIndustry / FashionUnited) dates to Apr 2024 and 2023 events (Worn Again). ([us.fashionnetwork.com](https://us.fashionnetwork.com/news/Reselfridges-accessories-concept-rolled-out-to-all-selfridges-branches%2C1621699.html?utm_source=chatgpt.com), [selfridgespress.com](https://selfridgespress.com/2023/04/20/selfridges-gets-ready-to-be-worn-again-with-a-season-of-secondhand-and-circular-shopping/?utm_source=chatgpt.com)) Conclusion: content is timely as an interview (new date) but the core narrative appeared months–years earlier (Aug 2020 / Apr 2024). ⚠️ Because substantially similar material predates this by more than 7 days, label as recycled/refresh rather than original breaking coverage. ([selfridgespress.com](https://selfridgespress.com/2022/09/02/two-years-into-project-earth-selfridgeszeroes-in-on-a-circular-future-for-shopping/?utm_source=chatgpt.com))

Quotes check

Score:
8

Notes:
✅ The direct quote attributed to Christian Toennesen about RESELFRIDGES being ’embedded alongside our luxury brands…’ appears in the TheIndustry.fashion interview (20 Aug 2025) and does not return identical matches in earlier reporting — suggesting the quote is original to this interview. ([theindustry.fashion](https://www.theindustry.fashion/theindustry-fashion-awards-winners-interview-christian-toennesen-sustainability-director-selfridges-group/?utm_source=chatgpt.com)) ⚠️ However, many paraphrases of the same concept exist in prior Selfridges communications and trade coverage (so the idea is not new even if the wording may be). ([selfridgespress.com](https://selfridgespress.com/2024/04/08/selfridges-opens-permanent-reselfridges-accessories-destinations-in-every-store/?utm_source=chatgpt.com), [us.fashionnetwork.com](https://us.fashionnetwork.com/news/Reselfridges-accessories-concept-rolled-out-to-all-selfridges-branches%2C1621699.html?utm_source=chatgpt.com))

Source reliability

Score:
9

Notes:
✅ The narrative is anchored in primary company material and established trade outlets: Selfridges’ official press release (primary) and established industry publications (FashionNetwork, FashionUnited, Vogue Business, Drapers) corroborate the factual claims (store plans, partners, ReBurberry pop-up). ([selfridgespress.com](https://selfridgespress.com/2024/04/08/selfridges-opens-permanent-reselfridges-accessories-destinations-in-every-store/?utm_source=chatgpt.com), [us.fashionnetwork.com](https://us.fashionnetwork.com/news/Reselfridges-accessories-concept-rolled-out-to-all-selfridges-branches%2C1621699.html?utm_source=chatgpt.com), [fashionunited.com](https://fashionunited.com/news/retail/burberry-launches-circularity-pop-up-at-selfridges/2025030664840?utm_source=chatgpt.com), [drapersonline.com](https://www.drapersonline.com/news/burberry-unveils-circular-pop-up-in-selfridges?utm_source=chatgpt.com)) ⚠️ A number of smaller/republishing sites have also republished the same press material (e.g. 365Fashion, EthicalMarketingNews) — these appear to be re-posts of the press copy rather than independent reporting and should not be treated as primary verification. ([365fashion.co.uk](https://365fashion.co.uk/2024/04/selfridges-expands-reselfridges/?utm_source=chatgpt.com), [ethicalmarketingnews.com](https://ethicalmarketingnews.com/selfridges-opens-permanent-reselfridges-accessories-destinations-in-every-store?utm_source=chatgpt.com))

Plausability check

Score:
8

Notes:
✅ Core claims are plausible and corroborated: permanent Reselfridges concessions, partnerships (SOJO, HURR, Vintage Threads, We Are Cow), store footprints (1,000 sq ft; planned 3,000 sq ft) and the Burberry ReBurberry pop‑up in March 2025 are independently reported. ([selfridgespress.com](https://selfridgespress.com/2024/04/08/selfridges-opens-permanent-reselfridges-accessories-destinations-in-every-store/?utm_source=chatgpt.com), [us.fashionnetwork.com](https://us.fashionnetwork.com/news/Reselfridges-accessories-concept-rolled-out-to-all-selfridges-branches%2C1621699.html?utm_source=chatgpt.com), [fashionunited.com](https://fashionunited.com/news/retail/burberry-launches-circularity-pop-up-at-selfridges/2025030664840?utm_source=chatgpt.com)) ⚠️ Marketing metrics cited in the interview (eg. ‘nearly two in three customers feel more concerned about sustainability than last year’) are client research claims and require access to Selfridges’ underlying survey/report for independent verification — no direct public dataset linked in the interview. ([theindustry.fashion](https://www.theindustry.fashion/theindustry-fashion-awards-winners-interview-christian-toennesen-sustainability-director-selfridges-group/?utm_source=chatgpt.com)) Additional note: the narrative is written in promotional/brand-friendly language (expected from a company interview) which means factual claims should be weighed against primary documents; regulators on sustainability claims are increasingly active, so watch for potential greenwashing framing. ⚠️

Overall assessment

Verdict (FAIL, OPEN, PASS): PASS

Confidence (LOW, MEDIUM, HIGH): HIGH

Summary:
✅ The interview is credible and largely consistent with primary company communications and multiple reputable trade reports — Selfridges’ Reselfridges programme and the specific rollouts were public months/years earlier (Project Earth launch Aug 2020; permanent Reselfridges details Apr 2024). ([selfridgespress.com](https://selfridgespress.com/2022/09/02/two-years-into-project-earth-selfridgeszeroes-in-on-a-circular-future-for-shopping/?utm_source=chatgpt.com)) 🕰️ Major risk: this is largely recycled/brand-led material repackaged in an interview format rather than new investigative reporting — notable because similar text and facts appear in Selfridges’ own press release and trade coverage (so freshness is moderate). ([selfridgespress.com](https://selfridgespress.com/2024/04/08/selfridges-opens-permanent-reselfridges-accessories-destinations-in-every-store/?utm_source=chatgpt.com), [us.fashionnetwork.com](https://us.fashionnetwork.com/news/Reselfridges-accessories-concept-rolled-out-to-all-selfridges-branches%2C1621699.html?utm_source=chatgpt.com)) ✅ Strengths: primary company press material and established industry outlets corroborate the physical plans, partners and the ReBurberry pop‑up (Mar 2025). ([fashionunited.com](https://fashionunited.com/news/retail/burberry-launches-circularity-pop-up-at-selfridges/2025030664840?utm_source=chatgpt.com), [drapersonline.com](https://www.drapersonline.com/news/burberry-unveils-circular-pop-up-in-selfridges?utm_source=chatgpt.com)) ⚠️ Remaining concerns: some marketing/statistical claims (customer research figures) are presented without a public primary dataset; several smaller sites simply republished press copy (watch for echo-chamber amplification). ‼️ Overall recommendation: treat the interview as a reliable industry/brand update (PASS) but flag it for editors as a brand-originated, largely previously published narrative (recycled content) and recommend checking original Selfridges research/reporting if precise metrics are required. ([theindustry.fashion](https://www.theindustry.fashion/theindustry-fashion-awards-winners-interview-christian-toennesen-sustainability-director-selfridges-group/?utm_source=chatgpt.com), [selfridges.com](https://www.selfridges.com/US/en/reselfridges/repair))