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Itis shopping centre in Helsinki is strengthening its commitment to sustainable fashion by launching a dedicated second-hand retail hub. The new area, located in Piazza on the second floor, will bring together three resale stores—On the Block, UFF, and the Salvation Army’s iCare. The long-awaited second-hand section will open on 28 February 2025.
The move reflects the growing demand for second-hand fashion.
According to research by the Finnish Commerce Federation, buying used clothing and shoes is particularly popular among women under 35. Itis aims to integrate sustainability more deeply into its retail offering by providing a convenient and diverse second-hand shopping experience.
Johanna Tolppola, marketing manager at Itis, said second-hand shopping has become a major consumer trend, especially among younger customers.
“We want to develop our selection and services to meet the needs of our community. Many of our younger visitors have requested a high-quality selection of second-hand clothing that allows them to make sustainable and individual style choices. Now we have a dedicated second-hand area where customers can browse and discover unique finds,” she said.
The popularity of second-hand shopping is reshaping consumer habits. Linda Turunen, postdoctoral researcher at Aalto University, has studied sustainable consumption and the evolution of the fashion industry.
“Second-hand shopping has become an integral part of fashion retail, driven by its uniqueness, affordability, and sustainability. Locating second-hand stores in a shopping centre makes purchases easier and more convenient, as customers can combine them with other errands under one roof,” Turunen said.
Turunen’s research suggests that second-hand shopping is no longer just a budget-friendly alternative but a way for consumers to make value-based purchasing decisions and express their individuality.
Itäkeskus will gain a fresh and modern second-hand store with the opening of On the Block, founded by sisters with a passion for circular fashion.
“We are creating a colourful and inspiring thrift store that promotes a recycling culture while making second-hand shopping easy, enjoyable, and stylish. We believe a high-quality and inviting store environment will encourage more people to choose pre-owned items over new ones. Itis is a familiar place from our childhood, so opening our store here feels natural and homely. We want On the Block to become the go-to thrift shop for locals and visitors alike,” said Anni Purovuo, founder of On the Block.
The Salvation Army’s iCare second-hand store will offer a wide range of clothing, homeware, and décor items. Customers can also conveniently donate clothes and household goods at the store. Proceeds will support the Salvation Army’s charitable work in Finland.
“We are excited about the opportunity to open an iCare store in Itis this spring. The central location allows us to serve our customers better while adding to the shopping centre’s diverse range of services,” said Heli Suomi, head of iCare retail operations.
UFF, which has been looking to relocate from Turunlinnantie into the shopping centre, will complete the second-hand hub. The store will offer a curated selection of second-hand clothing, footwear, accessories, and home textiles.
“When Itis began developing this second-hand hub, it was an opportunity we couldn’t pass up. We are eager to see it grow and evolve,” said Tiia Rahkola, regional sales manager at UFF.
Rahkola hopes the new retail cluster will become a favourite among shoppers.
“We hope customers embrace this new second-hand concept and find their way to our fantastic new store,” she added.
The second-hand hub in Itis will officially open on Friday, 28 February, at 10:00. The opening celebrations will continue throughout the weekend until Sunday, 2 March, at 18:00.
HT
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Source: www.helsinkitimes.fi
