Reloved Brum: Harborne's award-winning home of preloved fashion

Charity shopping has long been a favourite way to find something stylish on a budget, but Reloved Brum on Harborne High Street takes it to another level. Run by Birmingham Hospice, the charity formerly known as Birmingham St Mary's Hospice and John Taylor Hospice, it opened on 10 August 2023 as the hospice's first superstore retail concept.

The store covers 6,470 square feet and was planned with a cafe, a community space, a selfie mirror and weekend DJ sets alongside thousands of preloved items. The hospice worked on the project with Jen, the social media figure known as Charity Shop Girl, who described it as the highlight of her Charity Shop Girl journey. Retail area manager Cath D'eath promised "a charity shop like no other", adding that "every penny you spend will enable us to support more local people living with a terminal diagnosis."

The promise was kept. In June 2024 Reloved Brum was named Charity Shop of the Year at the national Charity Retail Awards in Harrogate.

Much of the credit goes to store manager Ed Blackwell, who has received a High Sheriff Award for his work. Under his leadership the shop has become a stage for sustainable style: fashion students from a local college designed repurposed outfits using items from the shop, and the store hosted their annual fashion show, presented by BBC local news presenter and shop volunteer Amy Cole.

It is a community hub as much as a boutique. The High Sheriff's citation describes workshops to help people manage stress, social groups for lonely or recently bereaved people meeting in the store's rooms, a foodbank drop off point and tables that small local traders can book. A local mental health charity's members sell handmade items there, and Ed even started a running group with more than 40 members, some of whom had never been in a charity shop before.

The cafe remains an important part of the experience. In June 2026 the hospice invited hospitality operators to take it on, with income generation director Lucy Watkins saying: "We are excited to be opening this opportunity to experienced and ambitious hospitality operators."

For anyone who loves a vintage find, a sustainable wardrobe or simply a good cause, Reloved Brum is well worth a browse. More about the hospice's shops is on the Birmingham Hospice website.