Lingerie retailer Boux Avenue has announced two new charity partnerships with CoppaFeel! and Jo’s Cervical Cancer Trust in a bid to educate and look after women “from top to bottom”.

The partnership, which launches in-store and online later this month, enables shoppers to donate at the tills and online checkout, with a 50/50 split in donations going to the charities.

Boux Avenue’s website will feature a charity landing page, providing “highlighted information on the charities, key facts and a link to The Avenue wellness blog”.

The blog will incorporate “educational content” and be advertised across Boux Avenue’s social media channels as well as distributed to its email database monthly for the duration of the partnership.

Shoppers can expect to find QR codes and information about both charities in Boux Avenue fitting rooms to “empower the Boux community to be aware of breast and cervical cancer”.

Boux Avenue chief design and product officer Zoe Price-Smith said: “At Boux Avenue, we are passionate about supporting our community in any way we can, which is why we are thrilled to launch a partnership with not just one charity but two charities.

“By working with CoppaFeel! and Jo’s Cervical Cancer Trust we can make it our mission to look after women from top to bottom. Boux Avenue will be able to become a supporting hub for our current and future community helping to raise awareness, educate and support.

“We have chosen CoppaFeel! and Jo’s Cervical Cancer Trust as they align with our key brand messaging of empowering women, taking ownership of their bodies and feeling confident. Whether that is confidence in checking your breasts on a monthly basis or attending your cervical screening.

“With this joint partnership, we hope we can help make a positive impact in the women’s health sector.”