Age UK forges first partnerships with retailers

Age UK is partnering with high street retailers for the first time as part of its annual winter campaign Spread the Warmth.

Age UK

Retailers including TopShop, Barbour, New Look, Jaeger, H&M and French Connection will support the charity’s Donate a Coat campaign, which launched last year.

Each retailer has pledged to donate new coats and jackets to the charity to sell in its 450 high street charity shops this winter.

All proceeds from the sales will go towards its work to support vulnerable older people this winter.

Hugh Forde, managing director of Age UK’s retail division, told Marketing Week the charity wanted to find a tangible hook for its annual winter campaign and focusing on coats helps supporters relate.

Age UK hopes partnering with retailers will boost awareness of its brand, and increase fundraising. It aims to exceed the 8,000 coats donated last year.

The charity, which formed when Age Concern and Help the Aged merged in 2010, aims to encourage more people and companies to join the campaign and donate coats this winter.

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