// Primark to donate 20,000 coats to underprivileged kids aged 1-15 up and down the UK
// The donation is done in collaboration with In Kind Direct
Primark has partnered with a charity to help distribute over 20,000 coats to underprivileged children across the UK.
The charity, In Kind Direct, said warm children’s coats will be distributed via its network to local charities around the country to reach some of the most disadvantaged children aged 1 to 15.
The donation is being done in response to how lockdown has been a challenging time for families in hardship, leaving essentials such as warm clothing out of reach.
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“We are delighted to collaborate with In Kind Direct to donate over 20,000 coats to families in need across the UK,” Primark people and culture director Ciara Ruane said.
“Lockdown has been a challenging time for everyone, particularly children. With our stores temporarily closed across the UK, we wanted to celebrate the brighter days ahead and support those hardest hit by sending these children back to school in style.
“We were proud to support charities, hospitals and frontline workers during the pandemic by donating over 450,000 much-needed everyday items across 10 countries last year.
“We are building on what we have already achieved to continue making a difference in our local communities, and our work with In Kind Direct plays an important role within this.“
The work of In Kind Direct focuses on uniting companies and communities to help those in need by distributing consumer goods donated by companies to UK charitable organisations working in the UK and overseas.
In Kind Direct chief executive said: “The value of this collaboration, simply put, gets warm coats into the hands of children and helps ease both financial and emotional pressures on families.
“As lockdown begins to ease, we are a far cry from being back to ‘normal’ and while organisations are working diligently to provide access to food, there are many essential items families and individuals have had to sacrifice long before this point, such as hygiene and clothing.
“The coats from Primark will for many children be the difference between a chance to socialise outside in warmth and comfort, to a cold experience.
“We urge more businesses to come forward to donate products or services, which In Kind Direct can distribute nationwide through our network.”