How Sweden’s ‘secondhand only’ shopping mall is changing retail

By Mary-Ann Ball, Senior Lecturer, Fashion Sustainability and Marketing, Nottingham Trent University

As a fashion sustainability researcher, finding the ReTuna shopping mall in Eskilstuna was a delightful surprise. Stepping into this Swedish shopping centre felt refreshingly different – it is the first in the world to sell only secondhand and repurposed items.

During numerous visits to the shopping mall over the last 18 months, I have spoken to customers, managers and employees – all of whom seemed excited by ReTuna’s innovative business…

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