Breakfast Briefing: Driving Footfall and Spend Through Circularity

12 Mar 2026

In partnership with Westminster City Council, we brought together sustainability leaders driving positive change in the West End.

Attendees heard from Eshita Kabra, founder and CEO of By Rotation; Harri Locket, Circularity Manager at Selfridges; and Philip Herrey, VP Global Innovation Partnerships, Sustainability Innovation Lab, at Mastercard, as they shared their views in a discussion brilliantly moderated by former Vogue retail editor and founder of The FairGround, Ginnie Chadwyck-Healey.

Following the event, we worked with our partners at Westminster City Council to compile key insights, practical solutions and useful resources to support your circular retail journey.

Five practical actions:

  1. Introduce a small circular activation (repair pop-up, rental showcase, reuse drop-off point).
  2. Create a storytelling moment in-store, highlighting behind the scenes sustainability practices or repair journeys.
  3. Partner with a circular brand or service to attract new audiences.
  4. Train staff on simple circular talking points to support customer conversations in relatable terms.
  5. Reward circular behaviours through incentives or loyalty points.

Resource links: