Innovating for impact: a new retail model from Daisy Chain
With a mission to support and empower autistic and neurodivergent people, North East-based Autism Alliance member Daisy Chain provides a wide range of holistic person-centred services, whilst promoting training, wellbeing, inclusion and acceptance regionally and nationwide.
Initially launched as a community initiative for autistic children and young people in 2003, the charity has evolved significantly and now also provides support for adults. Annually, the organisation offers a variety of specialist services to over 5,000 families and neurodivergent people including social clubs, respite care, wellbeing, independent living skills, employability and animal therapy.
Members of the Autism Alliance are innovators, and Daisy Chain is no exception. In 2014 the charity opened its first retail outlet – Daisy Chain Superstore in Stockton. Building on the success of this store resulted in a branch out into eCommerce in 2020, and the opening of Daisy Chain Megastore in Gateshead in April 2023. The newest addition is an impressive 23,000 sq. feet, making it one of the largest of its kind in the UK. Combining ethical shopping and a mission to support social change, the store aims to challenge perceptions about charity retail and build public understanding of autism and neurodiversity.
In addition, the store also sells its own ethical brand, Neuthread, a clothing range created from waste textiles destined for landfill, resulting in unique, high fashion pieces that aren’t found anywhere on the high street.
Innovation is vitally important to Daisy Chain, as CEO, Neeraj Sharma explains:
“In a world where resources can be scarce, but demand for support is continuing to grow, we need to keep evolving our model. Creating new income streams and building partnerships with business is an important way of sustaining our services, and provides opportunities to boost our social messaging too. We’ve taken a brave step in opening the Megastore, and I’m excited to see how far we can go.”
Profits made at the store go back into frontline services for autism and neurodiversity across the region and beyond. The store has also created over 20 new jobs, partnered with different organisations across the region, and offers autistic and neurodivergent people routes into meaningful employment.
Daisy Chain celebrates 20 years of innovative and ambitious work in 2023, and strives to continually develop its offer to reflect the needs of the autistic and neurodivergent people it supports. The charity is passionate about creating a world that is safe and accepting for every kind of mind.
