Help for Heroes Pop-Up Shop to be opened by Rugby Legend Ieuan Evans

Share Article

Shop for heroes this winter in St. David’s Shopping Centre, Cardiff

Help for Heroes Logo

Help for Heroes Logo

On 5th October, Welsh rugby legend Ieuan Evans will cut the ribbon of a Help for Heroes pop-up shop in St. David’s Shopping Centre in Cardiff, offering supporters the opportunity to purchase some fabulous new branded merchandise.

The temporary shop will be located on the ground floor of the shopping centre for several weeks, enabling the people of Cardiff and beyond, to pop-in and browse the popular Help for Heroes range of merchandise. From the iconic H4H branded hoodies and t-shirts, to their new range of products for babies and toddlers, there will be something for everyone.

Help for Heroes Trading retails a wide range of branded merchandise to help offset the running costs of the Charity, ensuring that as much as possible from donations goes exactly where it should. Every car sticker, t-shirt and mug sold helps to ensure that the money supporters donate goes to the men and women who need it, not on office bills. H4H trading enables the Charity to be 98% efficient – meaning 98p of every £1 donated goes directly to the men and women who need it.

Emma Parry OBE, Co-Founder and Executive Chairman of Help for Heroes Trading, said “We have always received such tremendous support from Wales and we are so excited to be holding a pop-up shop in the busy city center of Cardiff. We can’t wait to invite the people of Cardiff to continue their support by shopping with Help for Heroes.”

In 2011, Help for Heroes was delighted to provide Blind Veterans UK with a £1m grant, to assist the extension of their former North Wales Medical Centre in Llandudno. Help for Heroes Ambassador Simon Brown, was shot in the face while serving in Iraq in 2006 and as a result was left with only 19% vision. Simon is now employed by Blind Veterans UK, he said “Without charities like Help for Heroes, so many blokes like me would be stuck. Help for Heroes understands the need for long term support, and by selling amazing merchandise to cover the costs of the Charity, they aim to ensure we will have the support we need for life.”

The Help for Heroes Quick Reaction Fund (QRF) is a £6m reserve to give immediate financial support to individuals in need. Luke, an operational casualty from Wales, recently had an implant inserted into his brain along with a battery pack into his chest to block pain signals to his injured arm. As he finds the equipment uncomfortable when running, he managed to borrow a bike and found this was a better form of exercise for him. Through the QRF we were able to help by purchasing a new bike and helmet for Luke with good suspension and ergonomic handlebars to give him maximum comfort while cycling.

Thanks to the fantastic British public, millions have been raised by Help for Heroes to ensure wounded, injured and sick Service personnel, veterans and their families, get the very best care and support they need. We are committed to ensuring that this vital support is there for life.

Please visit the shop in the run up to Christmas and online at and show your support for all our wounded Heroes.

  • ends -

For further information, please contact the Help for Heroes communications office at 01725 514276 or email requests and information to [email protected]

For more information about Help for Heroes, please visit

Notes to editors:


  •     Help for Heroes Trading retails a wide range of branded merchandise to help offset the running costs of the Charity. Every hoodie, t-shirt and mug sold ensures as much as possible from donations goes to fund direct, practical support for our wounded Servicemen and women.
  •     Emma Parry, Co-founder of Help for Heroes, is Chairman of Help for Heroes Trading.


  •     Thanks to the fantastic British public, Help for Heroes (H4H) has raised over £145m since its launch in October 2007. All funds raised to date are either allocated or spent on the direct, practical support to wounded, injured and sick Service personnel, veterans and their families.
  •     H4H has funded a variety of projects including the £8.5m Rehabilitation Complex at Defence Medical Rehabilitation Centre, Headley Court, a new £3.5m treatment centre for Combat Stress, adaptive adventure training through the Battle Back programme and the creation of a £6m Quick Reaction Fund to support individuals in need.
  •     In February 2010, Help for Heroes announced its lead role in the delivery of five regional Personnel Recovery Centres (PRCs) as part of the wider Defence Recovery Capability (DRC), which is an MoD initiative in partnership with Help for Heroes and The Royal British Legion.
  •     Help for Heroes has committed to fund and lead the £60m delivery projects in Colchester, Catterick, Tidworth and Plymouth. Help for Heroes are also committed to funding a further £76m to cover the operating costs at all four Centres for the next 20 years. In addition TRBL have agreed to a £1.75m annual grant to H4H towards the operating costs at Colchester, Catterick and Tidworth.
  •     The PRCs offer residential facilities to those wounded, injured and sick personnel from across the Armed Forces, and ensure they have access to the key services and resources needed to help them either return to duty or make a smooth transition into an appropriately skilled civilian life.
  •     The Centres provide a comprehensive training facilities, classrooms and gymnasiums with state-of-the-art sports equipment as well as opportunities to learn new skills and gain qualifications and are there for life.
  •     H4H does not seek to criticise or be political. We just want to help and we work closely with the Army, Navy and RAF to provide support where it is most needed.
  •     For more information on how the money raised is spent, visit

Share article on social media or email:

View article via:

Pdf Print

Contact Author