Giving waste a second life: How Age UK Manchester is driving innovation in sustainable retail

Age UK Manchester spotted an opportunity to expand its retail offer through creative redesign and recycling. Its ‘Re.Mark’ initiative is a powerful example of what can happen when foundational economy organisations are given the freedom – and the business support – to innovate and grow.

In a small studio in Didsbury village, a scratched coffee table is getting a new lease of life. What would once have been destined for the tip is now being carefully restored, repainted and prepped for resale at Age UK Manchester’s nearby shop on Wilmslow Road.

This piece of upcycling is part of Re.Mark, an initiative launched with support from the GMCA’s Foundational Economy Innovation Fund. It’s helping the charity turn potential waste into revenue, trial new retail innovation ideas, and develop a more circular, community-based approach to business.

Rethinking retail for social impact

Age UK Manchester has long operated a network of charity shops, relying on donated clothing, furniture and homeware to generate funds to support its services. But there’s always been a hidden problem: up to half of what’s donated never makes it to the shop floor.

“People often assume that if they donate something, it’ll definitely get reused,” says Rick Hartley, Retail and Income Generation Manager. “But the reality is that, despite the best intentions of those donating, a lot of it still goes to waste. Generally, charity shops currently operate in quite a standardised manner, reselling donations as they come through. But many of the items that arrive damaged or aren’t sold end up in landfill, particularly clothing made from mixed fibres.”

Rather than accept that status quo, Rick and the team set out to test new approaches. Starting small, with a temporary lease on a retail unit at Hatch on Oxford Road, they began experimenting with ways to rework unsellable items into something new and desirable. “We didn’t have a fully-formed plan,” Rick explains. “We just had that mindset of trying things out – seeing what stuck, and being open to opportunities as they came along.”

Innovation funding to diversify revenue and build resilience

That early experimentation soon evolved into something more structured. With backing from the Foundational Economy Innovation Fund, Age UK Manchester was able to launch Re.Mark, a new brand identity focused entirely on creative reuse.

Initial funding of £10,000 enabled the charity to invest in the equipment and talent needed to get the initiative off the ground, while a successful application for an additional £56,000 meant they could rent the workshop space, cover the costs of machinery and maintenance, and employ two part-time staff members with practical expertise in furniture and textiles. It also bought something less tangible but equally important: time to test ideas, build relationships and figure out what really worked.

“By using donations from Age UK Manchester charity shops and collaborating with volunteers and artists, we breathe new life into these items, supporting charity revenue in a creative and eco-friendly way,” says Rick. “We’ve been able to create a diverse and quality range of products, including creating an entire clothing collection from donated items. We’ve been commissioned to deliver workshops and have developed a repair and tailoring service. We even made tinsel from old clothes at Christmas.”

The charity also trialled online selling platforms but found that Re.Mark pieces usually sold in-store before ever needing to be listed, with the Didsbury premises quickly becoming well-known locally for its upcycled stock, which now accounts for roughly 10% of that shop’s revenue.

“This is about helping to change consumer perspectives and promote sustainable behaviour, showcasing the value of preserving and regenerating quality items.”

Business support for sustainable retail

“It’s not just the funding that has helped us to become successful,” adds Rick. “We’ve also had support from innovation specialists at GM Business Growth Hub. They’ve helped us to think more long-term about how Re.Mark will become sustainable as a business model and how we could replicate it across other sites in the future, as well as advice on things like intellectual property.”

As part of this wraparound support, the charity was also introduced to the Manchester Fashion Institute at Manchester Metropolitan University, with the two organisations now working together on a bid for National Lottery funding.

“When I think about it, if we’d just been given the money and no support, we probably wouldn't be in the situation we are now or as excited about the future,” says Rick. “It’s really helped us to think beyond the next six or 12 months. We’ve got the donations, we’ve got the interest, and we’ve proven we can sell the items. Now it’s about building the middle bit – having the staff, volunteers and systems to scale the model.”

The Foundational Economy Innovation Fund is providing grants for businesses and organisations working in Greater Manchester’s foundational economy - including the health and social care, early education and childcare, and the local high street (retail, hospitality, culture, leisure and tourism) sectors - to trial new ideas and become more resilient.

Find out more about the Foundational Economy Innovation Fund.

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