Lakeland has unveiled plans to launch its first loyalty club, offering customers discounts, special offers and previews of new products.

Like other loyalty card schemes, customers will receive money-off vouchers that can be redeemed in-store and online when they use the card to shop with.

The myLakeland club is free to join in-store or online and every purchase with the card will help generate money for the retailer’s chosen charities including Shelter and the Trussel Trust.

Lakeland has also teamed up with Hello Fresh, Naked Wines and Great British Cookery Schools to offer exclusive discounts to club members alongside invitations to special events and new product launches.

Lakeland head of loyalty Steve Hoban said: “We’re incredibly excited to announce the launch of myLakeland.

“We’ve been meticulously planning the launch of the club and we’re over the moon that myLakeland will enable us to offer our loyal customers special treats and rewards in return for their custom. It’s an exciting new chapter in the Lakeland journey.”