Matalan has launched its 13th annual pyjama collection in partnership with Alder Hey Children's Charity, with the new range described as the "best ones yet" by the company's chief retail officer.
The collection, named "Cared For With Love", is available in selected Matalan stores and online from Monday, October 12. It features pyjamas, robes, t-shirts and socks, all designed with a simple gingham print and the iconic Alder Hey elephant motif.
Partnership raises over £6.1m since 2014
Since the partnership began in 2014, Matalan has helped raise more than £6.1 million for Alder Hey, one of the largest and busiest children's hospitals in Europe. The funds support life-changing care, pioneering research and family wellbeing initiatives at the hospital.
Every year, Matalan donates 100% of the profits from the pyjama range to the charity. This year's design marks a move away from the bolder prints of previous collections, with the understated gingham and elephant motif intended to create a sense of calm, matching the collection's focus on rest, relaxation and comfort.
Real families featured in campaign
At the heart of this year's campaign are real Alder Hey children and families, each with their own experience of the hospital, from life-saving specialist treatment to ongoing care. Ella Parkinson and her youngest daughter Millie are among those featured. Millie was born with multiple complex heart conditions and underwent her first open-heart surgery at just two weeks old, followed by three further open-heart surgeries within her first six months.
Ella said: "Alder Hey is amazing. It became our home for a while, and they made such a difficult time feel so special. We feel incredibly grateful and humbled to have a healthy Millie today, and we simply can't thank the team at Alder Hey enough."
Charity and retailer respond
Fiona Ashcroft, CEO of Alder Hey Children's Charity, said: "There's always such excitement and anticipation when the new Matalan x Alder Hey PJs are revealed, and this year's design feels really different and incredibly special." She added: "We're incredibly grateful to Matalan, its colleagues and customers for continuing to stand alongside us. Every item bought helps us make a lasting difference for children and families and brings us closer to a healthier, happier and fairer future for every child and young person."
Katherine Davis, chief retail officer at Matalan, said she feels "incredibly proud" of the long-standing collaboration. She said: "What began as a charity collaboration has grown into a much-loved tradition for our customers, colleagues, and the wider Alder Hey family, reaching far beyond the North West. Each year, we're reminded of the incredible difference we can make together, and we're delighted to support Alder Hey's families and clinicians through this special partnership. This year's collection has been designed with care and love, creating something truly special for everyone to enjoy. We think it's our best collection yet, and we hope you do too."
Funds raised through the partnership have contributed towards initiatives including Alder Hey's Research and Innovation Centre and appeals supporting children's mental health and surgical neonatal care. The collection is available online at Matalan.com and in selected stores while stocks last, with customers encouraged to shop early as previous collections have proven popular.
