Latest News | 10 October 2023

Denby partners with homeless charity for major campaign

Denby Pottery
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Denby Pottery has teamed up with a national housing and homeless charity to a launch a campaign which aims to prevent unwanted products going to landfill.

As part of its support for Shelter, the firm’s nominated charity for this year, the historic brand is offering discounts to customers who choose to donate their unwanted homewares.

The launch of the Denby Reloved campaign follows research, commissioned by Denby, which found that a collective 70 million homeware items are thrown away each year in the UK.

Now, Denby is urging customers to find new uses for its products – or donate them to Shelter, in exchange for discounts on new products.

Hayley Baddiley, Denby’s global marketing director, said “We’re thrilled to be working with Shelter and supporting the important work they do, particularly given our shared values.

“And given Denby’s long-held sustainability credentials, to have created a campaign together which has the potential to reduce landfill and raise funds for Shelter in the process, is an exciting prospect.”

Andy Harris, director of income generation at Shelter, said: “We are so pleased to announce our partnership with Denby.

“We share the belief that home is everything and their support will help us raise funds for our vital services on the frontline of the housing emergency.”

The initiative is part of Denby’s support for Shelter, which includes a range of fundraising activities and events to support the charity’s vital services, including its emergency helpline and other key support services for those in housing need.

As well as its own efforts to make its products in a more environmentally-friendly way, the firm, which recently secured a brace of industry awards for sustainability, is urging the public to think more about their homeware choices through the Denby Reloved campaign.

Its research revealed that a third of Brits throw homeware items in the bin, and the campaign is encouraging the nation to find ways to re-use, re-purpose and re-love their homewares.

Through the Shelter partnership, Denby is asking people to donate their unwanted good quality tableware and homeware which no longer meets their needs to Shelter, instead of sending it to landfill.

To highlight the issue Denby has also partnered with broadcaster Miquita Oliver to share tips and ideas on how to repurpose and reuse existing belongings.

Miquita said: “We all have items we’ve bought which we perhaps don’t need or want anymore, but our first port of call for these shouldn’t be the bin.

“There are so many ways to make sure we’re extending the life of our homeware, from repurposing pieces you love – to finding new creative uses for broken items. And of course, there’s donating good quality items to a charity like Shelter.”

As a thank you from Denby, customers have the option to receive a reward to go towards Denby’s ceramic items for themselves, or to gift to others.

The reward can be spent either at Denby Pottery Village or used online at

Those wishing to participate in the initiative with any brand of unwanted or unused good quality tableware, can bring their donations to the Denby Pottery Village drop off station.

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