Thelittleloop has appointed Gwynn Milligan as non-executive director, as it marks a new chapter in its mission to make fashion circularity accessible, collaborative, and commercially sustainable. Formerly CEO of JoJo Maman Bébé, Milligan will support thelittleloop’s next stage in growth, as it expands to add adult fashion brands to its existing kidswear portfolio in 2026. With over 25 years’ experience spanning fashion, ecommerce and consumer brands, she brings deep retail expertise to her role, as well as an understanding of what brands need to thrive in today’s challenging retail environment. Upon her joining thelittleloop’s Board, CWB learns more.
Your non-executive director portfolio has a distinctive sustainability feel to it, with businesses including Returnal, PO.P, and now thelittleloop. Why sustainability after so many years in mainstream retail?
Gwynn Milligan: Because after decades in retail, I’ve seen firsthand that the brands that will win long-term are the ones that combine commercial performance with genuine responsibility. Sustainability isn’t a “nice to have” anymore – it’s fundamental to relevance, resilience, and customer trust. And the businesses I work with now are proving that doing the right thing and doing good business can – and should – coexist.
You’ve led and advised some of the UK’s best-loved retail brands. What do you see as the biggest opportunity for circularity in mainstream retail?
GM: The biggest unlock is making circularity effortless for brands. Most retailers want to be more circular but lack the operational infrastructure, data and confidence to do it well. The opportunity is in providing plug-and-play solutions that deliver revenue, customer loyalty, and brand protection, without adding complexity. That’s where thelittleloop is so powerful.
How does thelittleloop’s approach to collaboration between brands feel distinctive?
GM: Fashion has never truly had a shared ecosystem for resale. Thelittleloop is breaking the mould by creating a collaborative circular platform where brands can participate at low risk while maintaining control of how their products are presented and valued. It’s circularity, but designed with brands in mind, not as an afterthought.
How would you sum up your excitement about joining thelittleloop in one sentence?
GM: I’m absolutely thrilled to be joining thelittleloop, it’s a wonderful, purpose-led idea with so much potential, and I’m excited to support the next stage of its growth.