Damart announces new charity foundation, On Senior’s Side

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Over-50s fashion retailer, Damart, has announced a new charity foundation to support seniors, launching with a £5,000 donation to Alzheimer’s Society.

On Senior’s Side is a foundation that will provide financial support to registered organisations focused on senior citizens.

It will work to encourage seniors to improve their wellbeing, help them to engage in society, facilitate intergenerational social ties and encourage seniors to stay in their homes in good health, as well as assisting carers.

The foundation, set up by the fashion retailer, will act across multiple territories including the UK, France, Belgium and Tunisia with the goal of changing society’s perception of seniors.

Damart, who employs more than 650 people in the UK, will enable any colleague who has been with the company for over 12 months to submit a proposal to apply for funding for a senior-focused charity cause.

Its first major donation will see the fashion retailer, which is based in Yorkshire, donate £5,000 to the Alzheimer’s Society’s ‘West Yorkshire Side by Side’ project. The project connects people living with dementia with volunteers to help them lead fulfilling lives, develop new friendships, reduce isolation and provide respite for carers.

Jo Phipps, colleague engagement advisor, said: “The average Damart customer is 74 years old, so supporting seniors is something we’re very passionate about as a business.

“The On Senior’s Side foundation was created to involve staff in initiatives that support senior members of society, whether contributing to the work of national charities or smaller, local causes.”

Teresa Batty from Alzheimer’s Society said: “It’s great to see a business like Damart creating the On Senior’s Side foundation to focus on older members of society. We’re grateful for their donation which will go towards our ‘Side by Side’ service, which is a hugely valuable resource for many people living with dementia.”