Loved Before is a preloved soft toy brand – a sustainable soft toy adoption agency, if you will – with a mission to redefine perceptions around secondhand items through the medium of teddies. The London-based company believes that every preloved toy carries a unique story, and therefore remains invaluable due to the memories it embodies. So, when a toy is donated to Loved Before, the owner is encouraged to share its back story, allowing the value of those sentimental memories to be passed on to the new owner. Working with brand mentor and growth strategist Samia Khan, Loved Before is now embarking on global expansion plans as it continues to develop its pioneering circular model. Laura Turner speaks to founder and CEO, Charlotte Liebling, to learn more.
Laura Turner: What was the inspiration behind Loved Before?
Charlotte Liebling: I started the business based on insights I uncovered whilst volunteering in a charity shop. I observed how many people were bringing in stuffed animals and teddy bears to donate, but also what a big moment it often was for them. These toys held great emotional and sentimental value and had shared many adventures, but the processes and infrastructure of charity shops aren’t set up to preserve these memories. The toys are either put in a box and sold for pennies, with the memories just being lost, or they are thrown away because the charity shop simply receives too many and doesn’t have the means to clean and restore them. I went home one night and decided something must be done, and at about 3am, amid scribbles and Post-it notes, I came up with the idea for Loved Before.
LT: How would you define Loved Before’s mission?
CL: Quite simply, Loved Before is on a mission to save the world, one teddy at a time. We intend to challenge and change perceptions about secondhand, showing that the love and life something has already experienced makes it even more special than before. We hope to pioneer a totally new model for the toy industry, which in turn permeates far beyond. We believe that through the medium of teddy bears, we can teach the world and future generations something very powerful indeed.
LT: Can you explain how the process of Loved Before works?
CL: The vast majority of toys are donated to us from the general public. They simply turn up at our door in boxes every day via post or are dropped at one of our locations. Once the toys arrive, often complete with their story cards from previous owners, they get booked into our spa, where they receive a full and thorough clean and refresh along with any necessary repairs. Generally, the toys either have their own photoshoot and are put online to find new adventures or they are packaged up and sent to one of our retail partners. We ensure the story of each toy passes onto their new home with them, and they can be anything from a few lines or a small paragraph to tens of pages of A4 with photos and sketches. The stories are often what people base their choice on when rehoming a toy.
LT: Where is Loved Before currently stocked?
CL: We’re stocked in Selfridges London, Birmingham and Trafford, as well as all Essex Wildlife Trust gift stores. We are launching in several more retailers very soon, including international retail partners in the USA and beyond. We see retail, a strong high street presence, and continued expansion of our retail partnerships as core goals over the coming years, as we celebrate the power of second hand in a mainstream and ‘new’ product setting. As we always say – “it’s time to put second, first.”
LT: Can you tailor products to a retailer’s requirements?
CL: Every retail partnership we take on is assessed and designed on an individual basis. This includes product specificity – for example, only certain species – together with the experience provided, designs of the spaces, and storytelling. We look to understand the unique brands and offerings we work alongside to best tailor an offering that will drive growth on both sides.
LT: How else do you bring the brand concept alive?
CL: We do in-person events and experiences alongside our retailers. For example, our Stuffie Spa Consultations, where you can bring your fluffy friend for a mini welfare check and mini spa using our trademark F.L.O.O.F. method via our expert team, as well as education initiatives and demonstrations. We often do in-person donation-based events too, alongside teddy bear picnics and other tailored experiences.
LT: How else are you embracing sustainability as a business?
CL: Beyond the circularity of our core model, every decision we make as a business is weighed against its sustainable impact. We are on a journey to make our packaging fully sustainable, using the most eco options where possible. Whilst our current online packaging requires Bubble Wrap to ensure it doesn’t arrive battered and bruised, we use a biodegradable version. Another example of a component that is traditionally not sustainable is shipping bags. We use compostable ones that are double use, so we use one strip to mail to the customer and then they can use the bag again with the other. We also include prompts for the customer to reuse the packaging for one of their own toys that is ready for a new adventure and send it back to us. Beyond this, on an operational level, we closely observe and manage energy efficiency, waste reduction, our carbon footprint and wider logistics, and as you can imagine, so much more.
LT: Do you work with any charities?
CL: Sharing a portion of our profits with charities will always be a part of our business model and brand DNA. We have supported many charities over our time but currently we are mainly supporting Make-A-Wish UK.
LT: What interest has the brand generated?
CL: We’ve had big media features internationally, including The Washington Post, BBC, Bored Panda and many other publications. We’ve also seen a 1,500% increase in retail presence over a 12-month period and have just activated global expansion plans with the US for Q4, including donation, distribution and two high-profile retailer activations. We were mentioned in Parliament as part of a debate using us as an example of the kind of circularity issues we should be addressing. We’ve acquired several commercial spaces, including our beautiful hub and workshop on The Claydon Estate (National Trust site), and have built a community of over 170k followers across our socials. As a natural progression of our storytelling celebration, we’ve introduced The Bookshelf, providing a platform for emerging authors and talented creatives. I have also won a Design Week Rising Star Award and received a Points of Light Award from the Prime Minister.
LT: What is your vision for the business?
CL: In the short term, we’re focused on expanding our reach and impact. This includes partnering with more retailers and exploring opportunities for growth in the USA and other global markets. We’re also developing educational programmes and initiatives to further our mission of sustainability, and we’re excited about launching a Spa as a Service for well-loved toys, adding a unique dimension to our offering.
Looking ahead, our long-term vision includes creating our own book as well as opening dedicated stores that embody the spirit of Loved Before. We’re also exploring film and TV opportunities to bring our stories to a broader audience, alongside wider opportunities for education initiatives and events. A key aspect of our future strategy involves collaborating with other businesses to help them activate sustainable practices, ensuring responsible production and processes, particularly in the realm of toys. Our goal is to inspire a more sustainable future, both in the toy industry and beyond.
For further information on Loved Before, please click here.
