Thelittleloop appoints Non-Exec Director as it looks to add adult fashion

Secondhand children’s clothing platform Thelittleloop has appointed former CEO of Jojo Maman Bebe, Gwynn Milligan, as Non-Executive Director as it looks to add adult fashion brands to its existing kidswear portfolio in 2026.

Milligan led Jojo Maman Bebe through a period of significant growth across the UK and international markets. Through GM Board Advisory, she now supports purpose-driven businesses with strategy, governance, and sustainable commercial growth.

Her appointment is described as “a pivotal moment for Thelittleloop” - aligning strong retail experience with a shared vision for a customer-first circular fashion ecosystem.

Charlotte Morley, founder and CEO of Thelittleloop, said: “We’ve spent years building the infrastructure for true garment circularity - one that truly works for brands and for customers.

“Gwynn’s experience and understanding of what drives both commercial success and customer trust will help us scale responsibly, while remaining alive to the needs of our brand partners.

“Having someone who truly understands the pressures and priorities of our brand partners will be transformative. Gwynn bridges the worlds of established retail and its shift to sustainability, which is exactly where Thelittleloop lives.”

Milligan, who was also appointed as Non-Executive Director Swedish childrenswear brand PO.P in October 2025, added: “What excites me about Thelittleloop is its potential to redefine the relationship between brands and customers. It’s not just about sustainability - it’s about creating smarter, more connected and responsible retail experiences that reward everyone involved.

“Fashion has never truly had a shared ecosystem for resale. Thelittleloop is breaking the mould by creating a collaborative circular platform where brands can participate at low risk while maintaining control of how their products are presented and valued. It’s circularity - but designed with brands in mind, not as an afterthought.

“After decades in retail, I’ve seen firsthand that the brands who will win long-term are the ones who combine commercial performance with genuine responsibility. Sustainability isn’t a ‘nice to have’ anymore - it’s fundamental to relevance, resilience, and customer trust. And the businesses I work with now are proving that doing the right thing and doing good business can - and should - coexist.”

Launched by Morley in 2020, who also scored a double investment for Thelittleloop in January 2022 during an appearance on Dragon’s Den, the business was created on the belief that circular fashion should be “effortless and rewarding for brands and customers alike”, with a first-of-its-kind resale ecosystem - one where leading clothing brands can work together to offer customers seamless resale experiences, “without compromising on quality or brand integrity”.

Now Morley is looking to apply the same ethos to adult fashion. She added: “We started in kidswear because the rapid inventory turnover enabled us to validate our model in 12 months, not 3+ years, in a hugely underserved market.

“However, we see incredible opportunity for what we offer for the adult fashion market. The market is already worth £7bn yet 73% of people don't have time to resell on peer-to-peer platforms. Instead, they face a fragmented takeback market, expected to manage their garment resales across multiple single brand take-back portals.

“Plus, all brands are facing regulation which is expected to mandate accredited collection and recycling and/or resale programmes. But in the current economic climate they don't have the bandwidth to set up and run complex preloved schemes themselves. So, we've built a system which both offers brands a plug and play takeback and resale solution with no fees or operational overheads, and also aggregates takeback for customers, making it as seamless as possible for both sides of the equation and maximising its uptake and impact.  There's nothing else like it in-market, which is why we're so excited.

“It's already operational for kidswear brands, including Jojo, and we're beginning conversations with adult brands now with a view to launching the first ones before Q3 2026. There are some really exciting brands in the pipeline, but all still confidential for now.”