In a timely collaboration (World Book Day begins on 6 March when children will be celebrating the magic of stories), The Very Group has joined with the National Literacy Trust as its charity partner for the next three years.

Charity link-ups are a popular option for retailers and initiatives targeting young people are a favourite route.

Aiming to raise £450,000 through colleague activities and events, the Very and Littlewoods brands owner plans to support the charity to help more children develop a love for reading, especially as research reveals just a third of 8-18 years-olds said they enjoyed reading in their spare time.

The independent charity works with schools, communities and partners across the UK to empower children, young people and adults with the literacy skills they need to succeed in life.

The money raised by colleagues from across the business will be used to support communities across the country with a focus on Liverpool and the Midlands. In Liverpool, the home of The Very Group, the money raised will help the National Literacy Trust launch a new community programme to support families living in the most disadvantaged areas of the city.

Through events, book-gifting and family-facing resources, “parents will be equipped with the knowledge and confidence they need to support their children’s early literacy skills at home”. 

The programme will also work with nurseries, playgroups and family hubs to further support children.

Sarah Willett, chief people officer at The Very Group, said: “Charity has always been a big part of our culture here at Very, and over the past 10 years, we’ve supported five different charities and raised millions of pounds. Our purpose is to help families get more out of life, and that’s exactly what this partnership does.”