Debenhams Group has announced a new partnership with Pennies, a UK charity, which allows customers to make optional donations at checkout – simply by rounding up their total spend to the nearest pound. All donations will then go to the British Heart Foundation (BHF).
The announcement builds on Debenhams Group’s longstanding partnership with the BHF. Since 2017, the Group has supported the BHF through sample donations to their retail stores from all the Debenhams Group brands, including Pretty Little Thing, boohoo and MAN, raising over £3.7 million.
The concept of giving ‘little and often’ is particularly popular amongst Gen Z and young Millennials, with over two-thirds (70 per cent) of this demographic aware of Pennies and regularly contributing via micro-donations. To date, Pennies has facilitated 251 million contributions, raising over £61 million for more than 1,000 causes.
Dan Finley, Chief Executive Officer of Debenhams Group, said: “I’m delighted to be partnering with Pennies and empowering customers to make a tangible difference when they shop with us. This partnership is representative of the community spirit that sits at the very heart of Debenhams Group and is an important part of our new Group ESG commitments.
“We have a proud history supporting the vital work of the British Heart Foundation and look forward to extending this support to even more charities in the future through our Pennies partnership.”
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