Smeg has joined the Poppy Appeal by donating a percentage of sales at its flagship London store to The Royal British Legion.
The Italian brand has also transformed a window in the Regent Street store with a display of poppies as a thank-you to those in the armed forces and in the First World War generation.
John Davies, head of marketing at Smeg said: “We are so proud to officially be supporting The Royal British Legion this year and helping in their campaign to thank the hundreds of thousands of men, women, families and servicemen who dedicated and sacrificed their lives in the First World War.
“It’s incredibly important to look back, remember and pay our respects to the fallen. We hope we can continue to do our part to help raise further funds for The Royal British Legion campaign in the future.”
The display includes poppies surrounding Smeg’s 50s retro fridge with The Royal British Legion’s logo saying ‘Thank you. All who served, sacrificed and changed our world 1918-2018’ along with large poppy decals on the 5m-high shop window.
The display will stay up until Remembrance Sunday.