Under the catchy tagline ‘too good for one childhood’, JoJo Maman Bébé has launched a resale platform for kidswear in partnership with sector specialist thelittleloop.

And the timing is perfect given back-to-school/back-to-nursery season and that the retailer also introduced its new older kids’ range, JoJo Junior, on the same day “to meet the high customer demand for JoJo’s quality clothing, now up to nine years”.

But top billing goes to its new take-back scheme, JoJo Reloved, clickable in the UK from now, with the circular fashion initiative “making it easier than ever to give children’s used clothes that are too good for one childhood another life and earn money in the process”.

That last bit means credits can be earned by trading in those children’s clothes via simple tool on the JoJo website which gives a “most accurate credit estimate”, or also by obtaining a clear-out bag from a local JoJo store.

Credit for JoJo items can then be exchanged for a voucher to spend on its website or with other participating partners. And a bonus is that “unlike other resale platforms, users don’t need to wait for the item to sell before earning their credit”.

It says the timing of these two initiatives “is purposeful” – supporting JoJo’s mission to reduce fashion waste… and use their thelittleloop credit to shop for the next size up.

JoJo Maman Bébé’s CEO Mark Wright added: “Thelittleloop  partner[s] with loads of ethical and sustainable brands to help their customers resell their clothes and offer a high-quality pre-loved selection in a one-stop shop, without the need for photographing items, haggling over prices or the other usual resale faff.

“For over 30 years, JoJo has been setting the standard in kids’ retail, designing playful, great quality clothes. We’ve always known that our customers resell and pass on our clothes when they’re outgrown, so we’re thrilled to introduce this easy platform.

“Over the last decade, JoJo’s short-term donation initiatives have saved over 30 tonnes of children’s and baby clothing from going to waste. With the launch of JoJo Reloved, this effort becomes year-round – a clear step in [our] commitment to sustainability and helping to build a better future for generations to come.”