What if shopping secondhand was just as easy as shopping new? If entire department stores or malls were dedicated to carefully selected, well presented, beautiful, functional, well priced goods that just happen to be secondhand or recreated? Could this attract shoppers who would traditionally buy new goods, and therefore reducing their carbon footprint? Could it also increase the perceived value, reliability and desirability of secondhand and recreated goods?
This is exactly what ReTuna Återbruksgalleria in Eskilstuna, Sweden, is doing. Established in 2015, the shopping mall features an array of reclaimed and recreated stores from, clothing to electronics. So has it worked? In 2017, only 2 years after opening, ReTuna Återbruksgalleria had SEK 10.2 million in sales, a fantastic return for a completely new concept.
So what brought about the idea? In their own words:
“Eskilstuna Municipality strives to be a green role model. In its environment-related development work, the idea came about to open a mall that had “regular” shops, but with a reused and upcycled range of products. The concept would attract a broad target group, and spread knowledge about sustainability and circular economy.
Local government politicians decided to turn the idea into reality, and construction of the project began in August 2014. ReTuna Återbruksgalleria opened its doors to the public on August 28, 2015.
In addition to offering sustainable shopping and serving as a public educator in relation to environmental issues, ReTuna Återbruksgalleria has generated over 50 new jobs.”
We believe in the same things as ReTuna Återbruksgalleria, and we believe that such a model could work just as well here in Australia. In fact we believe that it could work amazingly right here in Geelong. We would love to be able to open a ReTuna sized Reimaginarium right here in the heart of Geelong, and we would love your help in doing it. If you think you can assist us in making it happen please get in contact at builtonenthusiasm.com/themarket/