Trial with Dotte aims to put a dent in the huge quantity of kids clothes heading to landfill each year

M&S Kidswear has announced a partnership with the UK’s first fully circular peer-to-peer marketplace, Dotte, to help make it easier for parents to buy, sell, donate, and recycle outgrown kidswear. 

Dotte was founded in 2020 by Louise Weiss and Samantha Valentine and seeks to address the challenges parents face when buying second hand clothes, through a digital platform which curates products, offers style inspiration, and incorporates brand partnerships.

The trial with M&S Kidswear is Dotte’s first link up with a major retailer after building a resale collective made up of 16 independent and sustainably-minded kidswear brands.

M&S and Dotte said they hoped the partnership would help cut the 183 million items of kidswear that hit landfill in the UK alone.

Samantha Valentine, co-founder of Dotte, said: “We wanted to give parents a simple way to pass on their clothes to other families, and at the same time recoup some of the money they originally spent and reduce their carbon footprint all in one go. Having a trusted kidswear retailer like M&S onboard signals a huge step change in the industry itself.”

M&S said it had launched the trial as value was often “top of mind” for parents who have to buy new clothes for their kids as they grow. By listing their M&S item at typically 50 per cent of the value they originally paid for them, users can receive a voucher which can be used alongside the firm’s ‘3 for 2’ deals on new kidswear.

“We design and make our products so that the M&S label means quality [and a] product that can be handed down, because we believe style shouldn’t cost the earth,” Alice Duggan, head of M&S Kidswear said. “Pre-loved selling is a growing market and through joining the Dotte resale collective we’re looking forward to learning more from an agile start up and supporting the circular economy. Through the platform we also hope to extend our customer reach as we continue make M&S kidswear more relevant more often for customers and the ‘go to’ destination store and website not just for uniform but for everyday style and value too.”

M&S said that its trial with Dotte formed part of its wider commitment to sustainability and its Plan A target to become a net zero business, including for its Scope 3 value chain, by 2040.

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