Honest, not Perfect Ep 5: Claire Bevan, Head of Retail, Natural History Museum

Sustainability isn't just for retailers - Claire Bevan reveals how heritage sites and cultural institutions are making an impact through collaboration and innovation.

Honest, not Perfect Ep 5: Science, Stories, and Sustainability with Claire Bevan

In this episode, hosts Suzanne Ellingham and Jack Stratton are joined by Claire Bevan, Head of Retail for the Natural History Museum. From her early days at Waterstones to managing retail for one of the world’s most iconic cultural institutions, Claire explains how "Museum Shops" are leading the way in authentic, purpose-driven commerce.

The Tension Between Profit and Purpose

Working in a heritage institution means retail isn't just about the bottom line; it’s one of a thousand priorities alongside scientific research and education.

• The "Dirty Word" of Commercialism: Claire discusses the delicate balance of making retail feel like an extension of the museum experience rather than a "naked" attempt at profit. [07:33]

• Building Trust: By ensuring products are high-quality and scientifically relevant (even checking if a dinosaur toy has the right number of feathers!), the retail team gains the trust of the museum's 300+ scientists. [08:43]

Eco-Innovation: The "Revive a Bee" Success

One of the most popular items mentioned is the Bee Vive keyring—a tiny kit designed to save tired bees with sugar water. This highlights a shift in consumer behavior: visitors want products that don't just "look" sustainable but actively do good for the planet. [15:39]

The "Heritage Sustainability Group"

Claire is a founder of this unique collective where heads of retail from various museums (who would normally be competitors) come together to solve green challenges.

• Collective Power: Instead of working in silos, they share data on everything from the ethics of bamboo vs. stainless steel to navigating plastic taxes. [24:41]

• The "No Silver Bullet" Reality: Claire admits that there isn't always a perfect material choice, but having a peer network allows for honest "test and learn" conversations. [30:51]

Key Takeaways for Retailers:

• [17:13] Learn from Failure: Claire candidly shares how their first attempt at sustainable toys failed because they were too expensive and unattractive to children. The lesson? Sustainability must meet the same standards of price and quality.

• [18:16] Setting the Standard: The museum now mandates recycled fillings for all soft toys and organic cotton for apparel, forcing suppliers to innovate their own supply chains.

• [34:04] The "Sedex" Journey: A look at the massive project of getting the entire supply base audited for ethical trade while maintaining consistent pricing for families.

• [39:09] Advice for Starters: "Don't be paralyzed by the size of the task. Pick one area, make a change, and build momentum from there."

Video Link: https://www.youtube.com/watch?v=BN5BwwXaDfI

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