Humber and Nottingham Trent University Students Reimagine Circular Retail in Global Collaboration with ReTuna

HLOs:

In a landmark cross-border collaboration advancing sustainability and innovation in education, Fashion Management students from Humber Polytechnic and Nottingham Trent University (NTU) partnered with ReTuna, the world’s first recycling mall located in Sweden, to develop transformative brand and marketing strategies that reimagine the future of second-hand retail.

Part of a Collaborative Online International Learning (COIL) initiative, the project challenged students to revitalize ReTuna’s public image ahead of its 10th anniversary. Using a systems thinking approach, interdisciplinary teams tackled complex challenges, including outdated perceptions of second-hand goods and low male consumer engagement. The result: campaign-ready, future-focused solutions rooted in sustainability, equity, diversity, inclusion, and belonging (EDIB).

“We were truly blown away by the professionalism, insight, and creativity shown by these students,” said Simon Glimtoft, Manager of ReTuna. “Their work has opened new pathways for us to connect with diverse audiences and reaffirm ReTuna’s global leadership in circular retail.”

Winning concepts blended immersive technology, community storytelling, and audience-specific engagement strategies:

Each concept was developed through collaborative research, audience analysis, and hands-on mentorship from Humber faculty members Susan Kates and David Neumann, who guided students in integrating entrepreneurial thinking and digital innovation.

The project exemplifies the power of global partnerships in education and the role experiential learning plays in advancing climate-conscious business models.

As ReTuna enters its second decade, Humber and NTU students have not only contributed to its evolution—they’ve helped redefine how industry and education can work together to lead sustainable change.

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