MediaCity Welcomes Charity Super.Mkt: Helping Launch the First Ever Charity Department Store in the North of England

The UK’s first multi-charity pre-loved fashion store expanded into the North with a pop up in MediaCity’s very own Quayside shopping centre in November 2023.

A groundbreaking concept between Wayne Hemingway MBE, the founder of British fashion brand Red or Dead, and Marie Chenoweth, CEO of the sustainable clothing charity TRAID, Charity Super.Mkt is dedicated to taking charity fashion to the next level.

With pop-ups in the South of England and some in Scotland under its belt, Charity Super.Mkt brought sustainable shopping and the love for slow fashion to Salford Quays, and Carousel was tasked with helping to get savvy shoppers excited and through the doors.

To achieve this, we designed a plan of strategic news announcements and activity to stretch across the planned six-week period, starting with a not-to-be-missed launch moment.

Using our black book of contacts in Manchester’s news and fashion scenes, we ensured all key media and influencers were brought into Charity Super.Mkt’s world with a special first-look event right before the doors opened to the public – who were already queueing outside to get their hands on the best garments.

The steady stream of coverage across press and social media ahead of and on opening day helped the store generate just shy of £4,000 in the first two hours, with proceeds being split between the four charities involved - Age UK, All Aboard, Havens Hospices and St Vincent de Paul.

Launch day highlights included Manchester Evening News, Manchester’s Finest, Time Out and BBC Radio Manchester, with a number of content pieces across Instagram and TikTok as well. Launch week coverage totalled over 50 pieces across traditional and social media, with a reach of over 131m.

Ensuring footfall was steady, we worked in collaboration with Salford’s own Red Devils Rugby team to collate a special donation of brand new and used merch – which got snapped up in hours.

The store’s initial success and high demand prompted an extension into January 2024, where Carousel supported spreading the news onto all key media with a total of over 42m reach across press. We then amplified the closing down sale where everything dropped to £3 per item, giving us another strong wave of coverage with the region’s lifestyle media.

Charity Super.Mkt at MediaCity was a huge success in terms of awareness for the brand and their great cause - with a total of over 80 pieces of coverage and a total over 190m reach. Not only that, the 12-week pop up raised over £64,000, stopping over 2 tonnes of clothing from landfill, as well as saving more than 20,000 kilograms of CO2 emissions, which is the equivalent to travelling over 79,000 miles by car, 3.2 times around the world, or saving enough water to fill an olympic sized swimming pool.

If you would like to get your message in front of national and regional press, get in touch to discuss how we can help you here.