Oxfam’s retail director on why shop-floor expertise remains central to digital growth

As Oxfam expands into rental and livestream shopping, retail director Rachel Cosgrove-Pearce explains why its stores and volunteers remain the engine behind its digital growth. For Oxfam, digital innovation is not about replacing the charity shop experience. It is about amplifying it. As second-hand fashion becomes increasingly mainstream, the charity is leaning into ecommerce, rental...