Brantano has launched a new campaign to recycle old shoes and raise money for baby charity Tommy's.
Brantano is asking customers to bring their old shoes into its stores in return for a "£10 off when you spend £40 or more" voucher. The footwear retailer will donate 10p to Tommy's for every pair of shoes brought in. It will also sell the shoes on to a third party and donate the additional cash to the charity which supports babies born prematurely. The third party will distribute the old shoes to worthwhile causes in Africa.
There is no limit to the number of pairs of shoes customers can donate and these can be of any type and in any condition. Shoes can be donated until March 24 and vouchers can be redeemed until April 20.
Brantano chief executive Kurt Moons said: "There is great potential for the New for Old campaign to success in the UK. The UK market place is familiar with retailer and charity partnerships, and although our campaign is new we believe our customers will understand the concept, and help us to raise money for Tommy's, the baby charity."
Brantano has run a similar campaign in Belgium for seven years. In 2007, Belgian customers donated 1.4 million pairs of shoes.
Brantano celebrates its 10th year in the UK this month.