Barnardo's unveils new fashion charity store

Children's charity Barnardo's has teamed up with leading

global design consultancy Fitch in a brand new retail concept, a high fashion charity store.

Moving away from the traditional charity shop concept, the new store in Manchester’s Denton Retail Park will source and stock sought-after fashion pieces that have been donated to the charity from around the UK and present them in a way that will appeal to discerning shoppers more accustomed to sophisticated high-street brands.

Created on a pro bono basis by Fitch, the design consultancy designed a visual language for the new store that presents the children’s charity as curators of style. Stylish but playful in-store photography depicts fashionable adults but adding a touch of Barnardo’s personality with children hijacking the photo shoot.

“We wanted to change the perception that charity shops are full of out-dated clothes,” said Ed Bolton, Design Director at Fitch. “The fashion-shoot images and eye-catching visual language put this store in the same league as high-street fashion brands.”

Laura Grant, Retail & Trading Marketing & Media Manager at Barnardo’s, comment: “This was a totally new store concept for us, so it was fantastic to draw on Fitch’s branding expertise to create an enjoyable shopping journey through our new store that visitors will enjoy. The fact that this was done on a pro bono basis was the icing on the cake, as this has saved vital funds which will be used for Barnardo’s work.”

Lucy Unger, Managing Director at Fitch, added: “We are really pleased to have partnered with Barnardo’s on this ground-breaking retail concept. The new visual language at the Denton store should be the perfect backdrop for the fashion-conscious shopper – looking great without breaking the bank and all in such a good cause.”

The store was opened last week by Girls Aloud singer Nicola Roberts and sits alongside high street brands such as H&M, River Island and New Look.