Gumtree has partnered with the British Heart Foundation (BHF) to promote the charity's range of household items, available to purchase at its furniture store nationwide.
This is the first time that the classified platform has joined forces with a retail outlet.
Starting this month, items from the BHF's stores will appear on the 'for sale' section of Gumtree's website, which receives 16 million unique visitors per month.
Gumtree hopes that it will encourage shoppers to head to their local BHF store and purchase items to support the organisation.
Working under a similar premise to Gumtree, a platform that allows shoppers to locate items within the parameter of their home, local residents will be able to see bargains on offer at BHF stores nearby.
The charity hopes to list up to 4,000 items per month, starting with 50 of the BHF's 180 furniture and home stores. In-store staff can keep listings up to date to ensure the partnership runs smoothly via smartphone technology.
The partnership between the BHF and Gumtree will run initially for a year, although there is an intention to establish a longer-term relationship with even more stores across the UK taking part.
Alli Swaine-Hughes, retail director at the BHF, said: “At the British Heart Foundation, we recognise that people want flexibility in the way they shop and as a retailer we want to make the shopping experience they have with us quick and easy.
“We’re excited to add Gumtree to the variety of ways that people access our stores and hope that it will enable even more people across the UK to shop with us. Whether it’s in store, on Gumtree or via our eBay site, shopping with the BHF will help fund vital research to help beat heartbreak forever.”
Matt Button, interim head of marketing at Gumtree, said: “We’re thrilled to be able to offer the high-quality pre-loved items in The British Heart Foundation stores this level of visibility. This is the first time we have opened our platform to a retailer in such a way, and we’re very pleased it is for a fantastic charity that does such incredible work researching heart and circulatory diseases and potential treatments.
“The partnership will help BHF reach the right audiences in-market for buying furniture such as landlords, home movers, students or people improving their home, reaching them at the right time and at scale to drive them in store.”
