First-rate performance of second-hand shop

A BELMONT second-hand clothing store is making the most of buyers’ sustainable fashion choices, winning further recognition for its business model.

Pre Loved Geelong has again been named a finalist for the Geelong Chamber of Commerce’s Geelong Business Excellence Awards (GBEAs), presented by LBW Business + Wealth Advisors.

It’s the High Street trader’s second nomination as a finalist for the prestigious awards in just its second year of operation, as the business continues to go from strength to strength in the fashion industry.

The business evolved from a pop-up market stall to its permanent Belmont address that opened in late 2021.Pre Loved Geelong added children’s ranges to its women’s clothing offering in the past year, and recorded a 47-per-cent increase in sales.

Its team curates a collection through buying and accepting donations of clothes that it re-circulates into the store, with more than 10,000 items given new homes to date.

Pre Loved Geelong founder Lou Hammer said the environmental benefits from reducing landfill were increasingly appealing to Geelong buyers.

“Being a consignment store, we’re quite proud of the fact that we offer sustainable fashion option for women,” she said.

“Just by selling one item to somebody else and that extends the life of it by nine months, saving it from the landfill and potentially getting burned.

“The fast fashion industry is pretty prolific in environmental waste.

“So if we can make a small difference and get people to choose to shop second-hand over new, we can have an impact on how much new textiles are being created.”

Ms Hammer said customers’ shift towards more sustainable shopping had also coincided with a change in attitude towards second-hand clothing, and understanding that there are still luxury items to be found in consignment stores.

“When we started nearly two years ago, there was still a bit of a stigma around buying second hand, people associated us with op shopping.

“It’s not buying something that’s 15 years old that might smell, you can actually walk into a consignment store like ours and walk out with a beautiful on-trend item.

“You’ve saved money and also you’ve saved that item for essentially ending up possibly in landfill at some point.”

Pre Loved Geelong had already impressed GBEA judges with its first foray into the awards last year.

It landed on a shortlist of finalists in a whopping five categories, for its excellence in areas including sustainability, corporate social responsibility and small business achievement – and is hoping to better its performance with a win this year.

GBEA category winners will be announced at a finals event at GMHBA Stadium on October 19.

For more information and to book tickets, head to gbea.com.au