Purpose

The purpose of this paper is to describe and analyse the management of a novel commercial fashion retail concept – a shopping mall based on reuse and a local circular fashion supply chain – with the aim of identifying potential strategic issues with the concept.

Design/methodology/approach

This is an explorative case study, based on observations and interviews with shop managers, employees and the mall management.

Findings

The reuse concept strongly influences the mall's strategy, and the sourcing process is a key factor. The local reuse-based fashion supply chain follows the typical reuse process, but this study shows that the business logic that underpins the commercial strategy is not in line with the reuse and social enterprise ethoses that the mall ostensibly follows.

Research limitations/implications

This study illustrates the difficulties inherent in organising a reuse-based mall due to the need to combine a commercial strategy, a local and circular fashion supply chain, and a social enterprise ethic.

Practical implications

The findings highlight the mall management's responsibility for the sourcing of goods, the need for a closer cooperation between mall management and tenants in a reuse-based mall, and the need for competence in terms of reuse, fashion, and retail in order for the concept to be developed further.

Originality/value

ReTuna represents a new fashion retail phenomenon – the reuse-based shopping mall – that has not been studied yet.

Keywords

Fashion retail, textile reuse, clothing reuse, mall management, fashion supply chain, recycling, sustainability, circular supply chain.

Article classification

Research paper