Around 300,000 items of personal protective equipment (PPE) will be distributed to staff working in care homes, as well as in people’s homes, thanks to a donation by Cheltenham-based clothing company Superdry.

Superdry exterior

Image - Superdry, the clothing brand recognised worldwide, was founded in Cheltenham and  still operates its headquarters from the town (Kingsditch Trading Estate) with a store on Clarence Street in the town centre.

Superdry’s donation, which is made up of masks, aprons and gloves, is being distributed to front-line care workers across Gloucestershire to support some of our most vulnerable older people.

Image of PPE being distributed

This vital equipment can stop Covid-19 spreading between staff and residents, and is especially important when caring for people who have the virus.

It will be used by frontline workers caring for vulnerable people with varying needs such as learning disabilities, physical disabilities, mental health and dementia and  will be distributed to health and care workers in a variety of care settings including:

  • Residential care homes
  • Nursing homes
  • Hospices, both residential and community who are providing end of life care
  • Care workers who support vulnerable people in their own home

The donation comes in addition to 82,500 items of PPE received from government earlier this week.

Cllr Kathy Williams, cabinet member for adult social care at Gloucestershire County Council, said: I want to say a massive thank you to Superdry for this wonderful donation – that will really help us guarantee supplies for frontline staff in our county.  Care workers are doing such a vital job for us – and with the help of Superdry and others we are working hard to ensure they get the help and support they need.”


Superdry Cheltenham
Speciality Shop
Exterior of Superdry

We are proud that the world-reknowned clothing brand, Superdry, was established in Cheltenham as a creative collaboration between entrepreneurs Julian Dunkerton and James Holder in 2003. Julian started his career in fashion with a clothing stall at the Cheltenham market. Superdry is now sold in more than 100 countries worldwide, the headquarters is still here in Cheltenham.



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