In the wake of growing environmental concerns, the retail industry stands at a crossroads. The traditional “take, make, dispose” model, with its heavy environmental footprint, is increasingly incompatible with the reality of finite resources and a global push toward sustainability.
The moment calls for innovation, especially considering the expected growth of the retail industry in 2024, with EMARKETER predicting retail ecommerce sales to grow 10.1% and non-ecommerce sales to grow 2.0% YoY. The industry needs a complete overhaul of how products are produced and consumed.
To tackle the challenge and enact this necessary change, a new breed of companies is appearing, pioneering practices that promise not only to sustain but to regenerate the world around us. One such company is Manymoons, a company that’s not just participating in the circular economy but actively shaping its future under its CEO, Carolyn Butler.
At the heart of Manymoons’ approach is a simple idea: that retail can be both sustainable and profitable. By adopting the circular economy’s principles — regenerating natural systems, keeping products in use, and eliminating waste — the company is crafting a new narrative for the retail sector, one that challenges the status quo and offers a glimpse into a future where shopping contributes to healing the planet.
To enact its vision, Manymoons collaborates with brands committed to sourcing regenerative, recycled, and organic fibers, supporting the regeneration of nature rather than its depletion. Moreover, rental, giveback, and resale programs ensure that garments are utilized to their fullest potential, extending their life cycle and reducing the need for new resources.
The implications of the retail shift are profound, not just for the environment but for the industry’s economic landscape. Citing a report by Deloitte, Manymoons pointed out a $4 trillion opportunity for industries adopting circular models, showcasing the untapped potential lying in sustainable practices. How? Under the new model, products are sold multiple times before retirement, redefining the concept of product life and revenue generation. So, not only is it environmentally positive, but it reimagines profit margins, offering a more lucrative pathway for businesses willing to embrace circularity.
“The reality is there’s not one mom in America who hasn’t received a hand-me-down. So we’re not opposed to used clothing, we’re used to it,” remarked Butler, speaking to the viability of reselling products.
Additionally, by offering various ways for consumers to engage — whether through buying new, buying used, renting, or participating in a giveback program — Manymoons meets consumers “where they are.” It is a strategy that widens the company’s appeal and educates and encourages more sustainable consumption habits across the board.
“We’re all about meeting consumers where they are. And there’s some early adopters and renters who picked up on it immediately… But we also recognize that a lot of Americans are not comfortable with that. And so we kind of meet them where they are,” said Butler.
Butler has played a major role as CEO of Manymoons, impacting its work in the circular economy and overall journey. Her background as a chemical engineer and personal experiences have been instrumental in shaping the company’s direction. When asked about her pain point, she remarked, “My pain point – and moment of realization, was when I had a baby daughter.”
But Butler’s leadership has steered Manymoons through challenges and opportunities alike, from overcoming a devastating fire that threatened the company’s flagship store to expanding its product range beyond children’s apparel. Under Butler’s guidance, Manymoons has proven the viability of the circular retail model and has become a symbol of innovation and resilience in the face of adversity.
Butler’s story is also a reminder that a sustainable economy requires more than new business models. It demands leaders who are willing to challenge the conventional, envision the impossible, and guide their companies toward a more sustainable and prosperous future. As Manymoons continues to grow and evolve, its impact on the industry and the planet will paint a picture of leadership and innovative thinking.
