15 Aug 2025 Community

Meet Rachel Leeson Leading the Future of Retail at The Kirkwood

The Kirkwood’s network of shops is more than a retail operation, it’s a key part of the charity’s mission to support people in our community affected by life-limiting illnesses. This summer, the team welcomed Rachel Leeson as the new Retail Operations Manager, and she’s already laying the foundations for a new era of innovation, sustainability and community connection.

Having been with The Kirkwood for about a month now in her new role we sat down with her to find out more about her. 

Firstly she said: “I’m absolutely thrilled to have joined The Kirkwood. From the moment I saw the role advertised, it felt like the right next step for me. I was looking for an opportunity to grow within a forward-thinking charity and The Kirkwood stood out straight away. It’s clear that the retail team is already doing some fantastic work, and I’m excited to build on that.”

Rachel joins The Kirkwood with a rich and varied background, including roles with Dove House Hospice, Barnsley Hospice, and the British Heart Foundation. But her roots are in the fashion world and her passion for sustainability runs deep.

“My background is actually in fashion design and business,” she explains. “After university, I worked in London with designers for brands like Topshop and even spent some time with Vivienne Westwood’s team. It was amazing, but I quickly realised that the commercial fashion world wasn’t aligned with my personal values. I became more and more drawn to ethical fashion and the environmental impact of what we wear.

“That’s what brought me into charity retail. It felt like the perfect combination using my fashion knowledge in a way that supports the environment and gives back to the community. I’ve always believed that second-hand fashion isn’t just a good choice it’s the future of how we should shop.”

Rachel has already visited all of The Kirkwood’s shops and been impressed by the individuality of each one: “The shop managers and teams have been so welcoming,” she says. “What really struck me is how each shop has its own personality, its own identity shaped by the people who work there and the community it serves. That’s something I’d love to nurture. I think we can go even further with that idea by introducing concept stores, maybe a dedicated kidswear shop or a vintage-themed store with its own look, music and feel.

“At a previous hospice, we had vintage rooms set up by era, a 1950s room, and even a 90s/00s room, which played music from that decade. Customers loved it. I’d love to try something like that here when the time is right, spaces that create an experience, not just a transaction.”

Digital growth is another key part of Rachel’s vision: “I’ve been really impressed by our eBay operation, it’s far ahead of what I’ve seen elsewhere. That side of retail is only going to grow, and I want to make sure we’re future proofing what we do,” she says. “I’d also love to give our shop managers more access to performance data, especially Gift Aid figures, so they can really see the difference they’re making. It’s so motivating to know that your work is directly funding patient care.”

With a long-term view in mind, Rachel is now working closely with the team on a new five-year strategy for retail. But she’s clear that innovation will be grounded in research and understanding.

She continued: “I’m not here to change things for the sake of it,” she explains. “Right now, I’m listening, learning, and looking at what’s worked well in other charities. I want to take that knowledge and build a strategy that’s right for The Kirkwood and the people we serve.”

Rachel is also planning to begin a Master’s in Sustainable Fashion, something she hopes will directly benefit the charity.

She said: “There are so many exciting possibilities. I’d love to launch a line of upcycled clothing pieces made from donated garments, reworked into something new. We could work with local colleges, students, or volunteers with sewing experience. We’d label it as our own and sell it in-store. It’s not just about fashion, it’s about education, sustainability, and doing something that feels genuinely different.

“I’ve already met people within the team who have brilliant skills, sewing, styling, merchandising and I know there are even more talents we haven’t uncovered yet. I want to create opportunities where those people can shine.”

Although she’s only been in post a short time, Rachel’s energy and optimism are already clear.

“I feel really lucky to be here,” she says. “There’s so much we can achieve in retail not just financially, but socially, creatively, and environmentally. We’re just getting started, and I can’t wait to see where we go next.”