Bathroom brand Armera is set to swap showrooms for saddles this September as it takes on its first ever charity cycle challenge – a 230-mile ride from London to Brussels in aid of The Cycle.
A team of 18 cyclists, led by Armera, will set off from the London Stadium in Stratford on September 19, tackling the three-day ride through England, across the Channel and into Belgium’s capital.
The event will mark the brand’s inaugural organised charity challenge and aims to raise funds to support young girls in India through the work of The Cycle.
The charity focuses on unlocking the potential of women and girls by improving access to safe sanitation and menstrual health education. Guided by its pillars of water, women, and world, The Cycle’s work creates what it calls “a cycle of empowerment” for communities in need.
Commenting on the reasons for the charity bike ride, event organiser and Armera sales director Dean Pamphilon, said: “When we started up Armera it was very much all hands to the pump, and all of our time was spent trying to get the business off the ground.
“Now Armera is established and we have a great team of people, I want Armera to be known not only as a great company to partner with and work for, but also one that is focused on giving back.
“I know from my own experience just how much everyone that takes part gets out of these challenges. They are gruelling and push everyone to the limit, but the euphoria when you finish is incredible! I chose The Cycle because of a recommendation from Paul Crow at Ripples.
“The charity is massively focused on sanitation, and clean and safe toilet facilities for a part of the world where people have very little. Our work will make a massive difference to them.”
Donations are also being sought from the KBB industry, with Armera highlighting that even the cost of a coffee could make a tangible difference to the cause.
Link to donate.