socialmedian: Ethical Superstore and Natural Collection merge into giant eco store

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Ethical Superstore and Natural Collection merge into giant eco store

Source: www.guardian.co.uk

Mar 26, 2009

Summary

You heard it here first. The top two players in the online market for "ethical shopping", Natural Collection and Ethical Superstore, have merged to become "a force for good".

The firms predict their combined sales of organic grub, green gadgets, fair trade fashion and more will total £8m for the 2009-10 financial year. "This will steer a good path through the challenging retail environment," says Ethical Superstore, which I'm interpreting as business-speak for "there's a recession on, so we decided to stop spending marketing cash competing with one another".

For now, they'll continue under the same names, but ultimately the merged shop is likely to be called Ethical Superstore, selling an "own-brand" range of products under the Natural Collection brand.

The move makes sense in many ways. Ethical Superstore sells food, Natural Collection doesn't. Natural Collection does fashion, Ethical Superstore doesn't. When the companies say "together we are stronger", you can see what they mean. Their new combined turnover puts them in a league closer to the likes of Fairtra

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