Help for Heroes has opened its first store - a pop-up shop in St David’s shopping centre, Cardiff, where it will sell branded merchandise.

The shop was opened last Friday, 5 October, by ex-Welsh rugby captain Ieuan Evans and Emma Parry, co-founder and executive chairperson of the charity.

Only new, Help for Heroes branded merchandise will be sold in the shop. This will include a wide range of products from hoodies, t-shirts, mugs, key rings, jewellery and accessories to wristbands.

The shop is open seven days a week, with Help for Heroes expecting over a million visitors a week during November and December. St David’s Centre is one of the busiest and most popular shopping centres in the UK.

Charity Finance recently published its twenty-first Charity Shops Survey, which is available to buy in print and PDF format now.