Following the four-successful months of REAWAKE’s pop-up store at Jelmoli, the brand will now be part of Jelmoli’s assortment. From 28 September, the high-end second-hand supplier, with its range of accessories and shoes, can be found on the 2nd floor, directly next to Fauchon Le Café. This collaboration shows that second-hand items, and the associated extended product life cycle, have their place in a premium department store like Jelmoli and are welcomed and appreciated by customers.

On 26 September, the first national Second-Hand Day took place in Switzerland. This initiative’s aim was to raise and strengthen awareness on a more sustainable consumption among the Swiss population. On this occasion, Jelmoli and REAWAKE organised an exciting panel talk with Jelmoli CEO Nina Müller and REAWAKE founder Rea Bill. They exchanged on the topic ‘From old to new - vintage conquers the department store’ with Francesco Vass (CEO of Ricardo), Nicolai Diamant (Circular Economy Switzerland) and Kai Landwehr (MyClimate), the initiators of the Second-Hand Day. The discussion demonstrated the possibility to make purchasing behaviour more sustainable, extend product life cycle and thereby reduce CO2 emissions.