Charity Super.Mkt - A passion for preloved fashion
What our client needed
Charity Super.Mkt is redefining how city centres are used, transforming vacant retail spaces into vibrant, purpose-driven environments that align with modern consumer behaviour. With sustainability and affordability now central to how people shop, charity retail is undergoing a rebrand to appeal to a new generation of conscious consumers.
A standout example is the Charity Super.Mkt at Brent Cross, London – a former Topshop store repurposed into a collaborative space for multiple charity retailers. To attract today’s values-driven shopper, the space needed to look and feel fresh, contemporary, and far removed from the traditional image of a charity shop.
What we gave them
For the concept to succeed, Charity Super.Mkt needed a distinct and youthful identity that would resonate both in-store and online. This required a visual communications partner that not only understood retail but also shared the brand’s values around social impact, reuse, and sustainability.
We delivered a complete in-store branding solution, designing, producing, and installing wall and floor graphics, window displays, POP and POS elements, branded screens, and backdrops. All materials were designed to be reusable or recyclable, in line with the project’s sustainability goals.
The creative approach featured bold colours, striking iconography, and playful slogans like ‘Garms for Good’ and ‘Resale Therapy’ to create a welcoming, vibrant atmosphere. Graphics weren’t just decorative – they helped shape the customer journey and made the retail space easy to navigate and engaging to explore.
What was the impact
The pop-up exceeded expectations. Originally scheduled for one month, it hit its projected turnover in just four days and ultimately generated 10 times its original sales target. The charities involved reported reaching younger shoppers with more disposable income, significantly boosting sales and their ability to support their causes.
For example, Marie Curie was able to translate increased revenue into thousands of hours of additional nursing care. The project also delivered wider benefits – footfall across the entire Brent Cross shopping centre rose by 6% during the six-week opening period.
As the Charity Super.Mkt moves on to its next location in Reading, its success at Brent Cross has proven the value of strong, purposeful retail design. With our sustainability-led approach and end-to-end creative execution, we played a key role in bringing the concept to life and setting it up to scale.
Client Testimonial
“The inaugural Charity Super.Mkt was opened within four weeks of finding out about the opportunity at Brent Cross. The brand and all the visuals around it had to be developed at breakneck speed and then the signage and messaging that has had such a big impact on the store’s phenomenal success had to be printed and installed within days. Service Graphics proved the perfect partner - responsive, creative, generous and skilled - all with attention to detail and an understanding of design”.
- Wayne Hemingway MBE