Today In Kind Direct announces that in collaboration with Primark, over 20,000 children’s coats will be distributed via its network to local charities around the country reaching some of the most underprivileged children across the UK.

Lockdown has been a challenging time, especially for families who remain in hardship, leaving essentials such as warm clothing out of reach. As 84%* of charitable organisations within In Kind Direct’s network report an increase in demand for their services to supply essentials to UK families. Warm children’s coats will be distributed via their charity network to children aged 1-15 years, helping out their families at a time that’s never been more important.

Research carried out by In Kind Direct in January also found that:

  • 62%* of In Kind Direct’s partner charities have reported income to be down at a time when donations are most essential
  • 74%* of In Kind Direct’s charity network said that the people they support aremanaging tighter household budgets, and 62%* said products received from In Kind Direct help address increased poverty

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.

Rosanne Gray, CEO In Kind Direct, 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.”

Ciara Ruane, Director of People and Culture at Primark, comments, “We are delighted to collaborate with In Kind Direct to donate over 20,000 coats to families in need across the UK. 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.“ Ged Pickersgill, spokesperson for community charity, The Well, adds: “For the majority of families in the UK coats for children are an affordable essential. But for some of the vulnerable families that we support, who are struggling day to day with having the money to feed themselves, they would remain an unaffordable luxury without this collaboration between In Kind Direct and Primark.”

Businesses who wish to work with In Kind Direct on an ongoing or one-off contribution can contact:

Local organisations seeking coat donations, and wider products from In Kind Direct can register via: Register (

In Kind Direct already works with partners including: PZ Cussons, P&G, Unilever UK, Essity, Kimberly-Clark and L’Oreal who donate much-needed items.

*Quarterly Impact Survey January 2021 by In Kind Direct: 865 respondents from the In Kind Direct charity network 

February 2023 issue

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