Lingerie retailer Bravissimo has signed a year-long partnership with Mind, a UK mental health charity.
The collaboration kicked off on St Patrick’s Day with themed bake sales, book swaps and fancy dress at Bravissimo’s 22 stores across the country.
Bravissimo hopes to raise £30,000 by holding events throughout the year in support of the partnership.
Staff and customers can also recycle their old bras by popping them into recycling bins at all stores. For every kg received, Bravissimo will donate £1 to Mind.
Commenting on the partnership, Bravissimo managing director Jo Lee said in a statement released today: “We’re very proud to have Mind as our chosen charity for 2014. I know that some teams have already started fundraising and I have no doubt there will be many other ideas to come over the next twelve months, including a significant number of calories consumed around the company as a result of charity bake sales.”
Mind chief executive Paul Farmer added: “We’re delighted to have been chosen by Bravissimo and have already been impressed by the ingenuity the team has put into raising money for Mind. This partnership will help us to provide vital support for people who need it, when they need it the most.”
Bravissimo has supported a number of charities over the years. In 2012/13 the retailer raised over £30,000 for the Eve Appeal, a women’s cancer charity.