An East London social enterprise is redefining the UK's second-hand fashion market by blending premium retail with tangible charitable impact. Round Retail, founded by Annie Hought in early 2023, has launched its seventeenth pop-up in the heart of the City, continuing its mission to make pre-loved clothing the first choice for conscious consumers.
Bridging the Gap in Sustainable Fashion
After a decade in the fashion industry, Annie Hought identified a significant void on the high street. "I wanted to shop second-hand, but found the only options were either extremely high-end, with an inflated price tag, or overcrowded charity shops flooded with low-quality, fast-fashion items," she explained. Her solution was Round Retail, which aims to occupy the middle ground between luxury resale and traditional charity shops.
The business model is ingeniously simple and impactful. For every pre-owned item sold, the profits are split three ways: one-third goes to the person who donated the item, one-third is retained by Round Retail to fund its pop-up operations, and the final third is donated to a local charity. This approach ensures that every purchase directly supports community causes.
A Winning Model for People and Property
Hought's vision required physical space, leading her to forge partnerships with commercial property owners. By utilising vacant retail units for positive impact initiatives, Round Retail helps property companies meet their environmental, social and governance (ESG) goals. This symbiotic relationship grants the enterprise access to prime locations while giving landlords a compelling sustainability story.
This strategy enabled the launch of their latest pop-up in November 2025 at One New Change on Cheapside, which will run until 25 January 2026. A third of the profits from this City location will fund Providence Row, a charity dedicated to supporting homeless and vulnerably housed people in East London to lead independent lives.
Driving Growth in the Circular Economy
The demand for Round Retail's model reflects a broader shift in consumer behaviour. Research from OC&C Strategy Consultants indicates the second-hand market in the UK now accounts for almost 25 per cent of all fashion transactions. This category is a primary driver of growth, projected to represent around 10 per cent of total fashion spend by 2029.
Round Retail's impact to date is quantifiable and impressive. The social enterprise has already saved over 5,000 kg of CO2 and raised over £18,000 for London charities. 2025 has been a landmark year, with the venture being named a winner of the Investec Beyond Business programme, receiving £20,000 in funding. Hought plans to use this investment to establish a permanent high-street presence that can rotate its charity partners.
"Customers aren't just buying second-hand, they're buying into a movement: better fashion for people and planet," Hought stated, encapsulating the ethos that is driving Round Retail's success and contributing to a more sustainable fashion future for London and beyond.
