Charity Super.Mkt was founded by Maria Chenoweth and designer Wayne Hemingway in 2023 with sales so far reaching more than £5 million.
And as the trend for second hand style grows they have opened a new warehouse at the shopping centre in Finchley Road.
As well as providing a place for people to drop off their unwanted clothes, it will host pop up sales with profits benefiting a range of charities.
Co-founder Wayne said: “It’s through the generosity of landlords like O2 Centre that Charity Super.Mkt continues to be able to take temporary unused spaces and turn that into total positivity, joy, environmental and social value.”
The brand brings together curated collections from leading UK charities under one roof.
It gives shoppers a chance to buy affordable fashion from a mix of quality and premium high street labels, while supporting good causes and stopping unwanted clothes from going into landfill.
The new warehouse opposite Aldi will be open to the public during a series of events starting on Saturday (April 11) with a warehouse aale.
For one day, shoppers can browse a range of pre-loved fashion, with prices starting at £7 when doors open at 10am, dropping to £5 after 12pm, and a falling to £1 after 3pm – or they can grab an entire bag for £5.
On May 7 Fashion with Compassion upcycling workshops will run from 10am – 4pm, offering practical tips and tricks to re-vamping beloved garments. In addition, a specially curated capsule collection will be available to shop with exclusive discounts for students.
Brands sold by Charity Super.Mkt include Armani, Hugo Boss, Calvin Klein, Levi, Ralph Lauren and Reiss alongside Adidas, Nike and Sweaty Betty.
They also sell a curated selection of one-of-a-kind vintage pieces.
The space will be a hub where Charity Super.Mkt will process and distribute items to other UK stores, including Glasgow, Brighton, Sheffield and Spitalfields.
Proceeds from the £5.6 million raised so far from 634,053 second-hand items sold have benefitted the likes of Shelter, Cancer Research UK, Age UK and TRAID.
The O2 Centre itself is undergoing change as it prepares for a full scale redevelopment in the coming years – with the exit of brands such as Oliver Bonas, Paperchase and Virgin Active and the arrival of new luxury gym Third Space next year.
Centre director Ant Foran said: “Demand for pre-loved fashion continues to grow year on year, and Charity Super.Mkt has already proven itself as an exciting and successful concept across the UK.
“Its ethos strongly aligns with our commitment to becoming a more sustainable retail destination, so we’re thrilled to welcome the team to the O2 Centre.”
Charity Super.Mkt opens at O2 Centre on April 11 located opposite Aldi.
