A business that allows parents to rent clothing for their babies and toddlers to reduce waste has won backing for expansion as it plans to roll its services out across the UK.

Graceful Changes has been awarded a £19,900 grant by Zero Waste Scotland, which reckons the business can help in the development of a sustainable economy.

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The Edinburgh-based business provides customers with what it describes as a complete wardrobe of clothing for their children for a monthly fee of £30.

On its website the company says: “Typically each bundle will be a mixture of brand new and preloved items, but all in great condition.”

When customers want a new selection of clothes they return the ones they have finished using.

Graceful Changes was founded by Josefa Buckland, who trained as a primary teacher after working in accountancy.

Ms Buckland said the Zero Waste Scotland would help the business fulfil its potential.

“Fashion is the second most polluting industry in the world and we must change the way we shop and dress ourselves and our children to make it sustainable,” said Ms Buckland.

“At the same time, we want to ensure our service is enjoyable, convenient and cost effective for parents.”

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Graceful Changes won support from the £18m investment fund launched by Zero Waste Scotland to encourage the development of a circular economy. One aspect of this will involve reusing products where possible rather than throwing them away.

Project manager Jayne Stirling said: “Graceful Changes is a vital initiative and we are very proud to be supporting them to expand their operations which will in turn contribute to growth of the circular economy in Scotland and beyond.”

Graceful Changes has 40 subscribers currently. It supplies clothing for children up to three years of age.