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Expansion for Midlands charity store brand

A Midlands-based charity group is expanding its retail operation with the opening of its first store in the North of England.

Newlife has partnerships with more than 200 high street fashion retailers and brands, providing an environmentally-sensitive way to dispose of end of line, sample and returned products. Newlife removes labels from fashion and footwear products before selling them on to consumers, protecting brand equity and preventing fraudulent returns to the original retailer.

Unlike conventional charity shops, none of Newlife’s products come from private donations. The Newlife strategy has evolved over 20 years, and the charity runs six stores in the Midlands. It employs 400 staff, 80 per cent of them working at its stores and distribution centres. Proceeds from its stores are invested back into the Newlife charity, which helps disabled children in crisis across the UK.

Its new flagship store is in Moreton, Wirral. Like all Newlife stores it has been designed in-house, by head of communications and marketing Reece Caizzo Brown. Stores are laid out in zones of men’s and women’s fashions, shoes, and accessories.

“Our superstore in the Midlands attracts customers in from up to fifty miles away,” says Newlife head of retail Harjinder Samra. “We’re aiming to build the same reputation for the new store in Moreton. Its central location will draw customers in from across the Wirral and beyond, and provide a boost for the local business community as a whole. 

“Given the diverse customer base in the area the store will be stocked with a range of styles from different price points, from across the high-street all under one roof. Newlife is definitely NOT a ‘charity shop’...  all of our products come directly from major company’s stores and warehouses, not from individuals,” says Samra.