Securing The Future.

Charlotte Stiffell – Case Study

The Challenge

Charlotte Logo Emblem BBG

Charlotte Stiffell Ltd was founded in 2010 and has since gone from strength to strength. Manufacturing corporate workwear in an array of fabrics and designs to cater for all styles, working from their self owned factory and offices in Walthamstow, East London, they are an agile company able to adapt to the ever changing needs of the corporate world. To ensure they offer a 360 coverage to clients, they also offer options for FM, Housekeeping and Catering departments providing comfortable and durable work wear and PPE. They are able to source polo shirts, fleeces, workwear trousers, shoes and hi -viz vests (all with the option to have logos embroidered or tax tabs added. No matter what the size or industry, every client receives the same first class service provided through their personal client account managers.

Conscious of the problem created by 350,000 tonnes of textile waste going to UK landfill each year, Charlotte Stiffell wanted to find a solution that would both address this situation and reduce their carbon footprint.

The Solution


Avena Group were able to offer Charlotte Stiffell Ltd a tailored solution with their SECUREBRAND textile recycling and destruction service. For the team is was decided to opt for the option of the 240-litre wheeled unit to hold waste textiles and branded garments from the manufacturing process.

Four-weekly servicing of the unit ensured a safe, uncluttered working environment in their atelier.



The Result

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Avena’s zero-to-landfill policy, combined with its secure destruction and recycling facilities assured Charlotte Stiffell Ltd that SECUREBRAND was the right service for them.

Their environmental aims to prevent any of their textile waste from going to landfill were exceeded by the knowledge that fibrous byproducts from the destruction process are respun and rewoven into new fabrics, extending their useful life and reducing demand for virgin fibre.

Security was another deciding factor. As Charlotte Stiffell’s client list includes many high-profile companies, their brand could be considerably damaged if clients’ branded textiles or uniforms were to fall into the wrong hands and be misappropriated. With all Avena’s customer service representatives (CSRs) BS7858 security vetted, they knew that the textile waste would be securely handled at every stage from collection to destruction.

The Testimonial

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“We appreciated Avena’s consultative approach to our situation, taking into account our concerns about carbon reduction, sustainability and fraud prevention. The SECUREBRAND system has integrated perfectly into our production environment and works seamlessly in the background, while the friendly CSRs and client care team go above and beyond in meeting our requirements and answering our questions.

“We are delighted that our textile waste is being so sustainably recycled rather than going to landfill, and the full audit trail provided by Avena is an invaluable record to prove our compliance with waste disposal regulations.”



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