Pomelo operator KCG turns clothing donations into loyalty driver

PT Kurnia Ciptamoda Gemilang (KCG), the Indonesian operator of fashion brand Pomelo, has placed donation boxes in all Pomelo stores for customers to drop off unwanted clothing. Wearable garments are distributed through the Cinta Laura Foundation to orphanages and communities in need, while damaged pieces are sent to Indonesian textile recyclers Lestari and New Factory.

Business and operations director Haryanto Pratantara said younger consumers are more environmentally aware and the programme lets customers continue buying clothes while giving unwanted items another use. “The business keeps running, their styling keeps going, but the items can reach people who need them,” he added.

The initiative collected 231 kilos of clothing in its first month across eight outlets, more than double the initial 100-kilo target. Pratantara acknowledged that garment recycling remains costly without government or corporate support, but said retailers must respond to changing consumer expectations.

The clothing reuse scheme is part of KCG’s effort to strengthen customer loyalty as sustainability becomes a bigger factor in fashion purchasing decisions.