Lingerie brand Pour Moi launches Charity Edit

    Established British lingerie brand, Pour Moi, has created a ‘Charity Edit’ collection of lingerie, swimwear, loungewear and sportswear with all profit from sales being donated to charity. The ‘Charity Edit’ is designed to benefit four UK charities Age UK, Samaritans, East Cheshire Hospice and Rise. All charities are on the frontline in the fight against CV-19 and Pour Moi has pledged to raise a minimum of £100,000 with each of the four charities receiving £25,000 each. Age UK has seen a 290% increase in elderly people calling their support line service since the crisis hit. Samaritans have experienced an extensive uplift in calls from people struggling to cope with the Covid-19 crisis whilst losing over a 3rd of their staff to self-isolation. To support their local NHS hospital and free up beds, East Cheshire Hospice has changed their practice to allow admissions overnight and at the weekends to the Hospice, increasing the availability of their Advanced Nurse Practitioners at an extra cost of £44k per month (expected for three months) to the Hospice. East Cheshire Hospice estimate that a third of their annual income may be lost due to Covid-19, which equates to roughly £1 million pounds in lost income. Rise is an independent, Brighton-based registered charity that helps people affected by domestic abuse. Rise has taken over six times the amount of helpline calls since lockdown and have seen increased complexity of cases, which means that people accessing their services require an increased level of support particularly around child contact, mental health and housing. Initial sales of Pour Moi’s ‘Charity Edit’ collection will run for two months starting on 1st May 2020 and if successful, the promotion could run on for longer. With 100% profit of the collection going directly to the charities, Pour Moi is aiming to deliver at least £25,000 to each of the four charities with the potential of up to £500,000 being raised, if the whole collection is sold. The charities were chosen by Pour Moi’s staff and comprise two national charities, Age UK and Samaritans and two local charities – Rise, based in the vicinity of Pour Moi’s UK HQ in Brighton and East Cheshire Hospice, situated near Pour Moi’s main distribution centre in Macclesfield. Pour Moi’s ‘Charity Edit’ collection features 115 items comprising of lingerie, swimwear, loungewear, pyjamas, clothing and sportswear. All styles are spring/summer themed, embracing a wide colour palette of practical solution lingerie, bright and eye-catching swimwear and newly launched clothing and sportswear. There is something for everyone within the ‘Charity Edit’.


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