Oxfam introduces “high end” gift range

Oxfam is introducing a “high end” Christmas range and boosting its in-store marketing to capitalise on the peak Christmas trading season.

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The charity hopes the new products and retail campaign will encourage shoppers that wouldn’t normally use its stores to reappraise its retail offering.

It hopes to attract new customers in the run up to Christmas with the expanded range of new gift lines, in addition to its regular second-hand donated stock.

It has traditionally sold a small range of new products but is expanding it this year to increase fundraising.

The “high end” range will include gifts for men, women and children as well as toiletries, stocking fillers and toys all created exclusively for Oxfam.

Oxfam has appointed retail agency Live & Breathe to create a retail campaign to promote the range and increase the commercial opportunities around Christmas trading in line with its charitable principles.

It is the first time the charity has used an agency to run a retail campaign.

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