Can a charity shop in a luxury mall break Czechia’s secondhand stigma?

Prague’s Westfield Chodov is all about sparkle and gloss—Dior handbags, Pandora charms, Michael Kors clutches. With 300 stores spread across 100,000 square meters, it’s a cathedral of consumerism. And now, among the polished jewelry counters and sleek cosmetics boutiques, you’ll find something unexpected: a thrift store.

The shop, which opened its doors in early September, is run by the Moment Foundation, which has built its reputation on giving fast fashion a second life while supporting good causes. Its new Chodov branch will specifically channel profits to Fandi mámám, a charity that helps mothers in need. 

But the mission goes deeper. By placing a charity shop in the middle of one of Prague’s largest shopping centers, Moment hopes to chip away at the stigma that still clings to thrift shopping in Czechia, where “used clothes” too often conjure up images of musty, unfashionable castoffs.

"When you pay attention to the ambience of the store, the surroundings, when it doesn't feel like you are shopping in a thrift store, then we are moving forward," says Richard Gazda, chairman of the Moment Foundation's board.

To that end, Moment has created a minimalist space punctuated with bursts of color and fun touches like chalkboard walls, comfy sofas amid the racks of dresses and tops.

Gazda adds that the shop’s employees and their ability to make customers feel good about the experience also play a big role in the foundation’s success. But ultimately, he says, it’s the ability to say no to donors (politely) and curate a quality selection.

Moment’s formula is simple but strict: all donations—clothing, shoes, toys, books—are collected free of charge through Zásilkovna and carefully sorted. Only pieces in excellent condition make it onto the racks; the rest are returned to their donors. Prices range from as little as CZK 29 for a T-shirt up to CZK 700 for a handbag.

While the project may be an outlier in Prague, it isn’t alone. Skyline Business Services reports that the “charity supermarket” model in UK shopping centers has successfully revitalized empty retail areas while offering a diverse shopping experience. Here, charity shops are evolving beyond traditional secondhand stores, incorporating cafés, gaming zones, music, and community spaces to attract younger shoppers.

Founded in 2023, Moment now runs ten Czech stores, each supporting a different charity. Sales cover costs, with the rest donated—around CZK 1.5 million annually. In Ostrava’s Avion Shopping Park, Moment has given over CZK 5.5 million to a day care center for adults with disabilities.

The new Chodov branch provides material help to single mothers, from groceries and toiletries to long-term donor partnerships and job connections. The organization also aims to “promote the circulation of things, from clothes to furniture,” says director and co-founder Markét Soukupová.

"At the moment, so much clothing is produced on our planet that if we stopped producing it now, we would dress six more generations of people who are born now. Every minute, another 190,000 pieces of clothing are produced. In addition, 60 percent of the textiles that are produced end up in landfills within a year," says Soukupová.

She admits, however, that Prague is still catching up to the rest of the country when it comes to second-hand shopping.

“In Prague, more young people visit our shops for fun and to post their finds on social media. But in Ostrava, it’s more common and accepted that people visit thrift stores to look for bargains on clothes.” She’s hopeful that it will change. So far, the project, which will operate in a pilot phase for six months, has been a success for both the charity shop and the mall in which it’s located.

“For us, it means a new type of customer. In the first month of existence, customer feedback has been positive. The way they creatively change their window displays every day and how they communicate on social media, they could be a role model for many stores," says Westfield Chodov’s Alexandra Michaličková.