An eco-department store is understood to have received £2 million backing to open in London’s East-end next year.

The Life department store, slated to open in April in trendy Shoreditch, will capitalise on consumer fervour for all things green by stocking ethical brands in one location.

Sources said that the project has attracted the interest of key retailers and an unnamed venture capitalist.

Former Topshop brand director turned ethical retailer Jane Shepherdson was said by sources to be working as a consultant on the project.

However, Shepherdson – now adviser to ethical clothing and accessories brand People Tree – said she was not involved. She added, however, that a department store stocking ethical brands was a “very good idea”.

Retailers are increasingly emphasising their environmental credentials and pitching for a share of the growing green pound.

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