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Choose Love opens to sell real products for refugees and give an alternative retail option for Black Friday

 ‘Shop your heart out, leave with nothing, and feel the love’.

Fancy doing some good this festive season? The charity shop concept turned retail phenomenon is back this Black Friday opening stores in London, New York, LA and online. First launched in 2017 Choose Love is the world’s only store that sells products and services for refugees across the world. The stores have welcomed 45,000 customers, distributed 1.6 million items for those in need and spread the message of love and compassion to over 800 million people. Now that’s impressive.

Each store invites visitors to interact with the items and discover why they’re needed. Split into three sections, each area explores a different stage of a refugee’s journey, from “Arrival” (emergency blankets, warm clothing and food) to “Shelter” (tents, sleeping bags and hygiene packs) all the way to “Future” (education supplies, LGBTQ support and mental health care), . The proceeds then distributed by Help Refugees to their partners across Europe, North America and the Middle East, 

Visitors can buy individual products and services and ‘bundles’ of items, which are offered to help people with specific needs. New for this year is the  ‘Bundle of Warmth’ featuring Hot Food, Childs Coat, Firewood and Warm Blanket; the ‘Bundle of Love’ featuring Baby Grow, Childs Boots, Nappies, Basic Wash Bag, Tent, Tarp and Pallet; and the ‘Bundle of Hope’ which features Mental Health Support, Adult Learning, Women’s Support.

Each store is designed to create an uplifting yet meaningful retail experience- a striking space where people can learn about refugees while doing something practical to help. In London, Choose Love will take over 2 floors at 47-49 Neal Street in Seven Dials, with a DJ booth, stage, seating area and of course space for the iconic Choose Love merchandise.


All images, stories and items in store come straight from the frontline of the refugee crisis, where the charity works. The items on sale will include emergency blankets, children’s shoes, warm gloves, mobile phone credit and more. Costs will range from £3 to £500: an option to ‘buy the store’.

Since Choose Love first opened in 2017 its stores and website equivalent have raised £3million, helping provide refugees with:

  • 158,712 hot meals
  • 19,000 blankets and 6,000 tents
  • 8,000 insulated baby grows and 21,000 warm children’s coats
  • 1,306,777 nappies
  • 4,500 school bags
  • 5,700 sleeping bags 
  • Enabled a rescue boat to spend 6 months saving lives at sea.

Josie Naughton CEO of Help Refugees says, “Across Europe, the Middle East and on the US border Help Refugees is supporting hundreds of thousands of refugees living in camps, temporary housing and tents. Dropping temperatures are making already hard lives nearly impossible. 

By shopping in the Choose Love stores in London, New York, LA or online ordinary people are helping provide support where governments are failing. Every purchase goes towards life-changing support for some of the world’s most vulnerable people. This holiday season we hope millions of people add a refugee to their gift list.’

CHOOSE LOVE LONDON:

47-49 Neal St, Seven Dials, London WC2H 9PJ

Opening: 29. 11. 19

Hours: 10.00 – 19.00 

www.choose.love

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