Selfridges has introduced its new sustainability initiative, Project Earth, to reinvent retail by working together. Project Earth will address the materials used in products to help consumers shop sustainably. By 2025, the most environmentally impactful materials used throughout the business will come from certified, sustainable sources. In line with this, Selfridges aims that by 2030, it is going to reduce the carbon impact of its purchased goods by 30% from a 2018/2019 baseline.

The retailer is also launching news to shops such as resale, rental, refill and repair and is partnering with The Woodland Trust, WWF and Zoological Society of London. 

Anne Pitcher, Selfridges Group Managing Director said in a statement: “We firmly believe evolving the way we do business and supporting change in the way people shop is essential to building a more sustainable business. Selfridges has the platform to change how shopping is done wrapped up in the destinations, experiences and inspiration customers want from us."