Although there is a growing body of literature concerning Circular Economy (CE), there is little, in terms of frameworks in the literature, which focuses on embedding CE values in consumer Retail Reverse Logistics (RRL) operations. The aim of this paper is to present a conceptual framework that supports the adoption of CE values within RRL operations. The framework is designed to assist both practitioners and academics in better understanding the key management aspects involved. The methodology adopts a mixed methods approach combining a desk-based research with rich empirical data from interviews with senior management practitioners and academics in the fields of CE and RRL. From this research, it was found that embedding CE values within RRL necessitates the adoption of a multi-faceted approach. The adoption of the framework will have an impact on practitioners by assisting them in moving towards a more restorative and less impactful approach to their RRL practices. The work is considered innovative and novel as this is the first time the empirical results that suggest a multi-dimensional approach embedding CE values in RRL operations are presented.