Selfridges launches Project Earth sustainability programme

SELFRIDGES Lets Change The Way We Shop Facade
Project Earth launch. PHOTO MATT WRITTLE/SELFRIDGES © copyright Matt Writtle 2020.

Selfridges has launched a transformational new sustainability initiative, Project Earth, to change the way consumers shop by 2025.

Selfridges aims to help customers change the way they shop in three ways: by addressing the materials used in products, launching and exploring new retail models such as repair and resell, and engaging with teams, partners and customers to inspire a shift in mindsets.

The department store has worked closely with over 300 brand partners and with support from the Woodland Trust and WWF to kickstart with eight weeks of experiments, innovations and conversations, across all stores and online, dedicated to reinventing retail.

This includes a series of 13 talks, takeovers and screenings with 10 partners such as How To Academy and Intelligence Squared and more than 20 events engaging with stories, brands and services to engage customers with the future of shopping

Selfridges is the first luxury department store to set tough material requirements as part of their commitment to a science-based Scope 3 carbon reduction target in goods and services.

Through Project Earth, the company commits to:

  • Materials – Ensure the most environmentally impactful materials used throughout the business come from certified, sustainable sources by 2025.
  • Models – Pioneer new retail models and experiences, making Selfridges synonymous with circularity, including repair, resell, refill and rental.
  • Mindsets – Put longevity, creativity and sustainability at the heart of the business, and engage with teams, partners and customers to effect change.

Underpinning Project Earth is a broader commitment to Science Based Targets and to achieve Net-zero carbon by 2050, in line with the Paris Agreement.

Alannah Weston, Selfridges Group Chairman, said: “For the last decade we have taken ground-breaking steps to put people and planet at the heart of our business, embedding sustainability alongside creativity. Project Earth is not only our bold, new commitment to stretching environmental targets, it is about imagining new ways to do business, within the next five years.

“Since Project Ocean in 2011, Selfridges has been focused on changing mindsets around sustainability both inside our industry and in conversation with our customer. Out of the global pandemic has come an understanding of how fragile and complex our systems are, but also how our planet and people can benefit if we act collectively with a shared purpose.

“Now more than ever we must double down on our efforts to reinvent retail with sustainability at its heart and a way of working which is regenerative for humans and nature.”

Anne Pitcher, Global Managing Director of Selfridges Group, added: “In a way we never could have predicted, the cycle of consumption has been broken by the pandemic marking a moment of change in our customers to a more considered mindset and requiring us to set new expectations for retail.

We firmly believe evolving the way we do business and supporting change in the way people shop is essential to building a more sustainable business. Selfridges has the platform to change how shopping is done wrapped up in the destinations, experiences and inspiration customers want from us.”