The battle for a share of the increasingly competitive charity shops market has taken a new turn, with the appointment of a soap star as British Heart Foundation’s first retail ambassador.
The unveiling of Coronation Street actor and entrepreneur Kimberly Hart-Simpson comes as Charity.SuperMkt has extended its stay at the Oracle in Reading by three weeks because of demand for the goods on offer.
The organisation, which previously opened a pop-up charity supermarket in London, brings together dozens of third sector organisations in one place to sell their wares.
Hart-Simpson’s appointment comes from her family’s lived experience of a heart condition.
A BHF press release said: “Kimberly has been a supporter of the BHF for many years, championing shopping preloved, upcycling clothes, as well as volunteering in her local BHF shop in Manchester.
“In 2017 Kimberly’s sister Emma was diagnosed with dilated cardiomyopathy, a chronic heart condition which affects the size, shape and thickness of the heart.”
Hart-Simpson, who played Nicky Wheatley in the soap, said: “When my sister became unwell, it changed her life, and mine.
“Because of Emma’s experience, I knew I wanted to use my platform to shout about the amazing work of the charity and it has also driven me to continue volunteering and shopping for preloved items.”
A recent survey, conducted by the BHF, found that a quarter of the nation’s wardrobes contain no preloved items, prompting the charity to urge the nation to join its Reuse Revolution by shopping and donating preloved this spring.
Hart-Simpson added: “If you know me already, you’ll know I’m passionate about shopping preloved and I want to get the nation to fall in love with it as much as me.
“Not only is the work of the BHF important to help fund lifesaving research which will impact people like my sister, but it’s a more sustainable way to shop and help our money stretch that little bit further.
“And that’s why this role is so important, I get to talk about the things I love and help raise money for the BHF who do so much to support families like mine.”
Allison Swaine-Hughes, retail director at BHF, said: “Kimberly has been such a fantastic supporter of the British Heart Foundation and I couldn’t think of anyone better suited to be our first ever retail ambassador for the charity.
“We’re really excited for Kimberly to get stuck in by going behind the scenes of our amazing shops and inspiring the nation to shop, donate and volunteer with us.”