From humble beginnings operating in a warehouse corridor to customers across the globe, a charity’s online fashion shop has come a long way in just a few years – becoming a thriving, valuable and dynamic income stream for East Anglia’s Children’s Hospices (EACH).
Style with EACH generates thousands of pounds through the sale of preloved clothing while giving shoppers a sustainable alternative to fast fashion.
Launched in January 2021 on ASOS Marketplace, the venture, then considered something of an experiment, quickly proved there was a demand for carefully selected second-hand fashion.
After a promising start operating from EACH’s Retail Distribution Centre in Thetford, sales began to rocket. The shop expanded onto Vinted in April 2022, helping it reach younger shoppers, before joining eBay in August 2023.
Its rapid rise has opened the doors to a wider global customer base and even surprised EACH Digital Shop Manager Yas Bata.
“We’re selling to a huge audience, and it’s grown so fast – becoming bigger than I could ever have imagined,” she said.
“Business is booming, and a big moment was the decision to expand onto eBay.
“We suddenly had a whole new customer base, and the operation became massive.
“People would come to us while shopping for other things, not just clothes, and I couldn’t believe it. I had no idea how big it would become so quickly.
“It went crazy and means we cover all bases and age demographics, from students to those with more disposable income.
“We essentially sell something for everyone, and everything we list is high quality at an affordable price. We’re size inclusive and stock a wide range of brands and products, from designer labels to high street favourites.
“We want people to feel they’re getting a bargain, and then, of course, there’s the environmental side of things, which is very important and something people rightly feel passionate about.
“Style with EACH is our answer to unsustainable fast fashion through selling on-trend preloved fashion, hence our proud strapline ‘fashion that doesn’t cost the earth’.”
Today, Style with EACH has around 1,800 items listed on eBay, an expanding presence on Vinted and customers as far afield as the United States and New Zealand.
Donations arrive daily from EACH’s network of 58 shops, with each store sending at least one box of clothing per week for the online team to assess. Items are then sorted, steamed, photographed and researched before appearing online.
Football shirts are among the most sought-after items, with rare examples selling for as much as £150. When unusual labels appear, technology such as Google Lens helps identify their value. One other memorable donation contained four Magnolia Pearl garments, each selling for more than £400.
“It’s like a conveyor belt and a very slick operation,” added Yas, who is part of a team of two, supported by a volunteer each Wednesday.
“Style with EACH has reached a level I never expected so quickly.
“What started as something of an experiment, operating from a corridor, has grown into something very important and special.
“There’s so much money in second-hand clothing, and the great thing about selling online is that the whole world’s your audience. Everyone can shop with us, and it’s an incredible feeling.
“On a personal note, I’ve always loved clothes and charity shops, ever since I was at school. I love seeing what’s trending and researching the value of items.
“I’m always learning new things, and I love opening a new box of donations because I have no idea what’s inside.
“There’s always the chance there’s a hidden gem inside, and it’s so exciting.
“When an order then comes through, I feel like doing a happy dance.
“It’s so satisfying to know all the time and effort was worthwhile.
“I love seeing where all the money goes, raising much-needed funds to help support the care and services EACH provides.”
A sustainability message sits at the heart of the project, offering an alternative to throwaway fashion while raising crucial funds for children and families receiving care and support across East Anglia.
Yas, 30, has been part of that journey from the beginning.
She joined EACH in 2017 as the charity’s first eBay assistant before progressing through several roles to become Digital Shop Manager.
Seeing the project flourish has been one of the highlights of her career, and the team currently sells around 60 to 70 items a week, with an average selling price of between £25 and £30.
Style with EACH has over 1,400 followers on eBay and 776 followers on Vinted. It also has its own Instagram account with 530 followers.
The target is to list at least 150 items every week, and the ambitious goal for this financial year is to grow income and hit the £150,000 mark.
Preparations are already under way for the colder months, with coats and jumpers being carefully stored ahead of the autumn and winter shopping season.
As demand continues to increase, so too does the need for extra help, and the charity is keen to recruit more volunteers to support the expanding operation.
“I can’t speak highly enough about it,” said Yas.
“Our shop is a win-win-win because people get to buy items that make them feel good, knowing their purchase has an environmental impact and helps support a very worthy cause.
“I feel passionate about what we do and genuinely feel it’s possible to keep on expanding and evolving, raising even more essential funds for EACH.”
For more information about becoming a Style with EACH volunteer, email VolunteerServices@each.org.uk
