Penneys launches new affordable post-surgery breast forms and pockets for Breast Cancer Awareness Month

• Primark will also donate over €1 million to cancer charities including €100,000 in Ireland to the Irish Cancer Society.

• Penneys and the Irish Cancer Society team up with nationwide roadshows and Dublin pop-ups to promote breast health awareness.

  1st October, Dublin | Penneys has today launched its annual Breast Cancer Awareness campaign. This year’s ‘We’re with you’ campaign raises awareness of the importance of self-checking and the support needed at all stages of a breast cancer diagnosis. The campaign spotlights three women on their own breast cancer journeys in Penneys windows across its 38 stores in Ireland, and across its social media and digital channels. Through videos and imagery, they share what support means to them and the importance of self-checking.

Penneys' campaign also includes its largest ever 49-piece Breast Cancer Awareness collection which is made up of two ranges:

• The post-surgery range, with specialist product at affordable prices developed for women affected by breast cancer, available all year round. New this year are Penneys breast forms which fit into a standard bra, replacing the shape of a breast post-surgery and are made using soft moulded foam, making it light and comfortable to wear. Breast forms are available for both right and left bra cups, in five sizes including S, M, L, XL and XXL in all stores for €7. Penneys has also launched breast pockets which can be clipped onto any bra and used to insert a breast form. The breast pockets also come in right and left, and in black and white colour options and cost €7.

The post-surgery range also includes a zip front wireless bra with concealed zip and a t-shirt bra which fastens at the front, designed for comfort and to be easy to take on and off post-surgery. All post-surgery bras have cotton or modal linings which ensure softness and are available in a variety of colours including black, white, soft pink and mocha.

• The solidarity range is a limited-edition range available to mark Breast Cancer Awareness Month featuring hoodies, t-shirts, nightwear and underwear. New to the range this year are the sculpted cardigan, pyjamas made from modal for extra softness in a new oatmeal colour, lip butter balm, glazed coffee cup, hydrate gel mask, overnight recharge cream, wrap around striped pyjamas and oversized zip up hoodie.

Prices start from just €5, and the collection is available in all stores across 21 stores in Ireland from 1st October.

The campaign, now in its fifth year, also includes a donation of over €1 million to cancer charities across Europe and the US including €100,000 in Ireland to the Irish Cancer Society. In addition to the global donation of over €1 million, Penneys is inviting its customers andcolleagues in store to join fundraising initiatives and activations across its Irish stores, with the hope of meeting an ambitious target of raising an additional €1 million for cancer charities. To date, globally Primark has donated over €5 million to cancer charities, with the much-needed funds going towards raising awareness, research and support for cancer services.

As part of this year’s campaign, Penneys will partner with the Irish Cancer Society to host a series of awareness roadshows in seven Penneys stores across Ireland, where customers can learn more about the importance of performing self-checks and being breast aware. In addition, three pop-up events will take place in Dublin shopping centres – Blanchardstown (7th October), Liffey Valley (8th October), and Tallaght (13th October) – where customers can chat with Irish Cancer Society representatives, explore the Penneys’ Breast Cancer Awareness range and be in with a chance to win some fun prizes on the day.

Fintan Costello, Head of Penneys Ireland and Northern Ireland, said: “Penneys is committed to supporting women for life. We want women at all stages of their breast cancer journey to feel supported, strong and confident. That’s why we’re supporting Breast Cancer Awareness this October and all year round. Through our charity partnerships, we’re using our stores, social media and digital channels to raise awareness and educate women about breast health and the importance of self- checking for early detection, and we hope customers pop along to our in-store events in Penneys stores this month.

“We know that having breast cancer can be an expensive time. We’re so proud of this year’s specialist product range for women affected by breast cancer - we were led by colleagues and collaborators with first-hand experience of breast cancer to understand our customers' needs so we can better support them on their breast cancer journey.”

Glenda Ryan, Director of Fundraising & Marketing at the Irish Cancer Society, said: ‘‘Each year in Ireland, over 3,600 people hear the words ‘You’ve got breast cancer’. At the Irish Cancer Society, we are determined to stop breast cancer devastating people’s lives. We typically receive only 5% of our funding from the Government, so the vital funds raised in Penneys stores across Ireland go directly towards fuelling our investment in groundbreaking breast cancer research and free support services for breast cancer patients and their families.

‘‘Our partnership with Primark started back in 2021 and since then it has grown and gone from strength to strength. We are incredibly proud to once again be part of Primark’s ‘We’re with you’ campaign this Breast Cancer Awareness Month. It is so important to us to partner with a company that is so dedicated to both supporting people affected by breast cancer as well as educating their customers and employees about the importance of being breast aware. We are delighted to have our Cancer Awareness team members out in force once again in stores nationwide, raising awareness and promoting early detection of breast cancer. This is incredibly important as the earlier the disease is diagnosed; the quicker people are treated and the better the outcome.’’