Selfridges has launched a new sustainability initiative, Project Earth, with the aim of transforming the way we shop by 2025.

The initiative builds on the industry leading steps Selfridges has taken over the last decade to place sustainability at the heart of the business. Selfridges aims to help customers change the way they shop in three ways: by addressing the materials used in products, launching and exploring new retail models such as repair and resell, and engaging with teams, partners and customers to inspire a shift in mindsets.
Working closely with over 300 of our brand partners and with support from the Woodland Trust and WWF, Project Earth will kickstart with eight weeks of experiments, innovations and conversations, across all stores and online, dedicated to reinventing retail.

Underpinning Project Earth is a broader commitment to Science Based Targets and to achieve net-zero carbon by 2050, in line with the Paris Agreement.

Anne Pitcher, global managing director of Selfridges Group, says: “In a way we never could have predicted, the cycle of consumption has been broken by the pandemic marking a moment of change in our customers to a more considered mindset and requiring us to set new expectations for retail.”

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