Sunshine Thrift: Erin McDonough’s Mission to Make Second-Hand Shopping Effortless and Stylish

In an age where sustainability is at the forefront of consumer minds, Erin McDonough is shaking up the second-hand shopping scene with her innovative online store, Sunshine Thrift.

What started as a personal exploration into the world of pre-loved fashion has grown into a thriving business aimed at making second-hand shopping more accessible, affordable, and convenient for modern consumers. In this interview, Erin shares her journey from second-hand sceptic to founder, the challenges she’s overcome, and how she’s curating a new, stylish way to shop sustainably.

Nicolle: What inspired you to start Sunshine Thrift, and how did you identify the gap in the market for accessible second-hand shopping options?

Erin: Until about 18 months ago, I had never shopped for second-hand fashion or homeware, nor was I interested. But as sustainability became more important, I noticed friends and family increasingly opting for second-hand purchases. With online marketplaces like Vinted and Depop becoming popular, I realized I was missing out. I started buying expensive items like gym clothes and trainers, discovering how much money I could save.

However, I found that the available second-hand shopping options—online marketplaces, charity shops, and car boot sales—didn't suit my shopping style. I wasn’t into vintage or Y2K fashion, and I wanted to shop mid-price brands in a familiar online environment. I asked myself, "If I could shop second-hand with the ease of stores like Zara or ASOS, would I have started sooner?" The answer was a resounding yes. That’s how the idea for Sunshine Thrift was born.

Nicolle: Can you share some of the challenges you faced in the first year of running Sunshine Thrift and how you overcame them?

Erin: I’m on a mission to convince more people that second-hand shopping doesn’t have to conform to the stereotype of just being old, dirty and difficult to shop for items. But with any change in consumer behaviours and attitudes, it takes time. There is an ongoing challenge of reaching the right people with the right message. I am trying to insert Sunshine Thrift into the conversation with the non-second-hand retailers because that’s where my future potential customers are shopping.

Just like me, being swayed enough to even try second-hand can take time so I make it priority number one to build trust through every touch point with my customers, and those who engage with my brand. I treat every order as though it is this person’s first time buying second-hand, so their experience has to be effortless.

Nicolle: How do you curate the selection of women’s clothing and unique home décor items for your shop? What criteria do you use to ensure they appeal to your target audience?

Erin: To mirror the experience of regular online shopping, I release new stock through cohesive collections rather than frequent, random drops. While more time-consuming, this approach allows me to engage with my customers and social media followers more deeply about each piece. For example, I launched a Quirky Home Décor collection this summer, and my first Autumn clothing collection is coming on September 10th.

As Sunshine Thrift grows, I’m learning which brands and styles resonate most with my customers. I source from mid-priced brands like Zara, Levi's, and Never Fully Dressed, and occasionally include higher-end brands like Dr Martens or Molby the Label. I focus on the statement or staple pieces and avoid low-price brands like Primark. For home décor, I select fun, practical items that evoke a "wow" reaction, blending vintage and second-hand styles.

Nicolle: In what ways do you believe Sunshine Thrift is making second-hand shopping more accessible and appealing to people who might find traditional options intimidating?

From my own experience, but also talking to people about Sunshine Thrift, there are recurring barriers to second-hand that I make a point to address as much as possible throughout the customer journey. The biggest barrier I see is concerns about quality. Will the item arrive with a stain on it? Will the item show evidence it has been used or worn? These concerns are born from a lack of trust in the second-hand shopping process. As it is explained across my website, including every product page, each item goes through a two-stage quality control check.

If any issues are identified with the item, I will repair the item or simply not sell it if it cannot be repaired. In a small number of cases, there may be a very minor fault with an item so I will still sell this item but will explain in detail on the product page what the fault is and provide images so that the customer can make an informed decision. The price will also reflect this. Sunshine Thrift is all about making second-hand convenient and by having all the things that we have come to expect from ‘regular’ online retailers like express delivery, a free returns policy and an easy-to-use website with a quick checkout process, we’re reducing that gap between brand new and second hand.

Nicolle: What are some of the positive environmental and financial impacts you've seen your customers experience from shopping at Sunshine Thrift?

Erin: Those who shop second-hand clothing with Sunshine Thrift, are saving an average of £26 per order compared to the RRP. I ran a campaign in Quarter 2 of this year where I quoted examples of customer orders, and how the money that customers saved could be spent. I wanted to help people visualise what second-hand shopping could do for their personal finances, and I needed real-life examples to do this.

I make a real point to promote how saving money by shopping second-hand can allow you to spend more on the people, places and things you love the most and make you happy. As an example, Juliet saved £76 off RRP on a Desigual denim jacket. That is the cost of x2-day passes to Alton Towers theme park! By simply choosing to shop second-hand, our customers are having a positive impact on the environment because they’re not adding to the demand for new items to be produced.

One day, I would love to be able to measure the environmental positives of shopping second-hand with Sunshine Thrift for each customer with a ‘CO2 emissions saved’ calculator that shows in real terms how much of a positive impact the customer has made on the environment with just one order.

Nicolle: Do you plan to ship to the EU in the future? 

Erin: Let’s put it this way, if it wasn’t for Brexit I would already be doing it! My professional background is in supply chain so I have a basic knowledge of exporting to the EU but my reluctance is derived from the issues I have witnessed with shipping into the EU since Brexit. I worry that it will not conform to the high standards that I have for my customer’s experience because of increased risks in shipping delays and problems at Customs control. But one day, when I can guarantee a great customer experience for EU customers, it will happen!

Nicolle: Looking ahead, what are your plans for the future of Sunshine Thrift? Do you have any new initiatives or expansions in mind to further your mission?

Erin: What many people don’t know about Sunshine Thrift is that before launching our online store, I launched a take-back service called Get Rid. It was designed to become a source of stock for our website as well as reduce waste to landfill. Users of Get Rid trade in their unwanted clothing and homeware in exchange for cash, Sunshine Thrift vouchers, or a donation to a charity of their choosing and all payments are issued within 72 hours of the items arriving back with us, so there is no waiting for the item to sell on. Again, designed with convenience and efficiency in mind.

Frustratingly, I haven’t marketed Get Rid strongly enough. I envision Get Rid becoming a go-to choice when clearing out old clothes and home decor as well as a reliable sustainable stock source for the shop. Over the coming months, and with a big push on Get Rid, I am committed to increasing the stock levels on our website and having a broader selection of items, styles, brands and sizes available. I have recently launched our first early access subscribers list where Sunshine subscribers can gain 24-hour early access to the latest collection. Should this be successful (watch this space!) come to our Autumn collection launch I will be rolling this out for all upcoming collections.

As Erin McDonough continues to expand Sunshine Thrift’s offerings and build trust with her growing customer base, her vision of a seamless second-hand shopping experience is becoming a reality. With plans to expand her take-back service and introduce early access perks, Sunshine Thrift is poised to change the way people think about sustainable fashion. Erin’s journey serves as a reminder that second-hand shopping can be both stylish and sustainable—and that, with the right approach, it can be just as enjoyable as buying brand-new.

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Nicolle Knapova is a little bit of everything. She is a freelance translator, content creator and social media executive for The C Word Mag. She loves indie music and is always browsing through Spotify to find the next amazing artist to obsess over. Her love for storytelling means she’s always writing something and she’s not afraid of any genre. Her biggest dream is to be a published author. If she’s not writing her fan fiction, she’s writing her poetry and sharing it on her Instagram @elisecaverly.