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The Guardian opens eco web shop

The Guardian newspaper has made an unprecedented push into fashion retail with the launch of an online eco department store this week.

The website, at, is managed by eco mail order and internet retailer Natural Collection.

The site sells fashion and footwear alongside homewares, garden products and kids’ toys. Most of the products are Natural Collection’s own label. The site is identical to Natural Collection’s own ecommerce business, but carries The Guardian branding.

Logistics and distribution are handled by Natural Collection, with the newspaper taking a commission on every transaction.

A spokesman for The Guardian said: “We believe in Natural Collection’s desire to make a difference and to source products that help to build a sustainable society. Anybody can call something eco-friendly, but Natural Collection researches whether the product is beneficial for the future. It has demonstrated that it can be commercially viable for businesses to focus on sustainable issues.”

The newspaper plans to advertise the initiative on its website and in the paper in the next week.

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