Toms is introducing an effort that helps other businesses with a social purpose, Toms Marketplace. The online store, which will be introduced Tuesday, will feature more than 200 products from about 30 companies and charities.

(The Globe And Mail http://www.theglobeandmail.com/report-on-business/small-business/sb-growth/sustainability/toms-launches-hub-for-socially-conscious-goods/article15261786/)

Toms started in 2006 with what was then a novel idea: for every pair of shoes it sold, it would donate a pair to a child living in poverty. Along with donating more than 10 million pairs to date, the company spurred a trend of “buy one, give one” companies. This idea helped Toms gain a lot of good social reputation. Now, Toms come up with another idea, which I consider it a really good idea, that is, posting other companies or charities goods on its website.

With careful choice, the goods that are sold on Toms website, such as Yellow Leaf Hammocks and Stone and Cloth etc. are all, considered to be complement of Toms shoes.

Helping others is helping themselves. Toms knows this principle really well. By carrying on this idea, Toms are sure to win more positive social reputation, which can actually be regarded as a point of difference when similar items are available on the shelf.

Also, according to Blake Mycoskie, the founder of Toms, the complement of this idea can also draw men to the site. From here we can know that though Toms claimed to “help” other business, they just help the ones that do “help” themselves.