Debenhams, the previous British department store chain, supported our Armed Forces community for almost 10 years.

Our partnership was broken down into three key areas of support.

In-Store Support

Debenhams hosted annual months of support in stores, with the third month of support in March 2016 raising over £148,000.

It kicked off with their national collection in stores across the country. Help for Heroes volunteers supported the collection weekend with help from Debenhams store staff, who also organised their own fundraising activities during the month. Heroes Breakfasts were also on sale in Debenhams restaurants with a donation to Help for Heroes for every 10-piece breakfast sold.

Limited Edition Range of Clothing

Debenhams introduced a specially designed, limited-edition range of men's t-shirts, with all profits being donated to our cause. Two members of the Help for Heroes Band of Brothers, Jamie Hull and Dan Richards, helped launch the first range in 2014, which raised £100,000. So successful was this, that Debenhams introduced a new range each year.

Staff Fundraising

In June 2014, seven Debenhams colleagues, including Michael Sharpe (CEO of Debenhams at the time), donned their lycra and took part in Hero Ride, cycling through the Peak District from Manchester to London. They enjoyed the ride so much that staff took part in the Big Battlefield Bike Ride in 2015 and 2016.