Denby has embarked on a new partnership with housing and homelessness charity Shelter. The charity wasrecently selected as Denby’s nominated lead charity for 2023/24 and Denby employees will be undertaking a number of fundraising activities and events to support Shelter’s vital services, including their emergency helpline and other key support services for those in housing need.
As demand for more consciously made products increases, and with two recent industry awards for sustainability behind them, this prompted Denby to partner with Shelter and launch a key campaign called ‘Denby Reloved’.
The campaign includes research recently commissioned by Denby to find out how and why so much fast homeware goes into landfill each year. The research revealed that a third of Brits throw homeware items in the bin rather than finding ways to avoid landfill, and the campaign is therefore encouraging the nation to find ways to re-use, re-purpose and re-love their homewares. The report also revealed that a collective 70 million homeware items are thrown away each year in the UK. Whilst three quarters (75 per cent) of those surveyed say that although they hate the thought of throwing anything away, many still don’t see ‘fast homeware’ as an issue, with only half saying they view it as an environmental problem in the same style as fast fashion. Through the Shelter partnership, Denby is asking people to donate their unwanted good quality tableware or homeware which no longer meets their needs to Shelter, instead of it going to landfill.
To highlight the issue Denby has also partnered with broadcaster Miquita Oliver to share tips and ideas on how to repurpose and reuse existing belongings. Miquita Oliver says: “We all have items we’ve bought which we perhaps don’t need or want anymore, but our first port of call for these shouldn’t be the bin. There are so many ways to make sure we’re extending the life of our homeware, from repurposing pieces you love – to finding new creative uses for broken items. And of course, there’s donating good quality items to a charity like Shelter.”
Commenting on the new partnership, Denby’s global marketing director Hayley Baddiley says: “We’re thrilled to be working with Shelter and supporting the important work they do, particularly given our shared values. And given Denby’s long-held sustainability credentials, to have created a campaign together which has the potential to reduce landfill and raise funds for Shelter in the process, is an exciting prospect”.
The partnership will continue throughout 2023/2024.