Victoria Leeds partners with Zarach to help end bed poverty this Christmas

The collaboration forms part of Victoria Leeds’ festive campaign, ‘Your Christmas Stories Told’, a celebration of the unique and heartwarming ways people across the region and beyond mark the most wonderful time of the year.

This partnership aims to raise vital funds and awareness for the thousands of children who go to sleep each night without a proper bed. According to Barnardo’s No Crib for a Bed report (2023), nearly 900,000 children in the UK are living in bed poverty, including an estimated 87,000 children in Yorkshire alone.

To support Zarach’s work, Victoria Leeds will be selling limited-edition festive soft toys, a Snow Hare and a Reindeer – priced at £20 each, with all proceeds going directly to Zarach to provide children with the essentials they need for a good night’s sleep. For every soft toy sold, another will be gifted from Victoria Leeds, alongside each bed bundle distributed to a child this Christmas, bringing extra comfort and joy to those receiving support from Zarach.

Every donation makes a difference:

Visitors to the Snowland Storybook, an immersive festive pop-up outside John Lewis, can capture Christmas photos with loved ones and support Zarach through simple ‘tap to donate’ stations. Donations can be made at the Customer Service Desk throughout the week and at the ‘Uplift the Gift’ station each weekend, helping to raise funds all season long.

Founded in 2017 by Bex Wilson, then a Year 6 teacher at Shakespeare Primary School in inner-city Leeds, Zarach began with a simple act of kindness after a pupil confided that he was “always tired” because he didn’t have a bed. That moment revealed the harsh reality of bed poverty in the community and inspired Bex to take action. Since then, Zarach has grown into a nationwide movement, delivering thousands of bed bundles to families in need, and transforming lives in the process.

Bex Wilson, Founder of Zarach, said:

“A good night’s sleep should be every child’s right, not a privilege. When children have a bed of their own, we see a huge difference in their confidence, happiness, and even school attendance – 95% of schools report improvements after a Zarach bed delivery. We’re so grateful to Victoria Leeds and their shoppers for helping us give more children the rest they deserve this Christmas.”

Centre Director, Jo Coburn at Victoria Leeds, added:

“Christmas is a time for comfort and connection, and we’re honoured to support Zarach’s incredible mission. Every toy purchased, every donation made, helps a child in Yorkshire sleep safely and dream brightly this festive season.”

The limited-edition Snow Hare and Reindeer soft toys will be available to buy until Saturday 13th December from the ‘Uplift the Gift’ station at weekends (located in front of John Lewis), or during the week from the Customer Service desk, with 100% of proceeds going to Zarach.

To find out more about Zarach and how to support, visit www.zarach.org

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The Snowland Storybook launches Saturday 22nd November – Sunday 14th December. The team will be hand every weekend to take festive portraits:

29th & 30th November

6th & 7th December

13th & 14th December

‘Uplift the Gift’ will be available on a weekend until Saturday 13th December 12 – 5pm.

T&C’s apply.

Uplift the Gift – Shoppers can add a touch of luxury craftsmanship to gifting with complimentary gift wrapping or handwritten calligraphy each Saturday opposite the Snowland Storybook (from 22nd November – Saturday 13th December), when they spend £100 or more at Victoria Leeds. Bespoke gift tags and table setting place cards will also be available to customise.