The Rainy Day Trust has unveiled a new brand identity and website as the charity expands its support for people working across the home improvement and home enhancement sectors.
The charity, which has supported workers for more than 180 years, is moving beyond its traditional focus on providing financial assistance during times of crisis to offer help throughout people’s working lives.
Its support covers employees across a range of industries relevant to the housewares sector, including housewares retailers, garden centres, DIY businesses, builders’ merchants and potteries.
The Rainy Day Trust said its existing crisis support will remain in place, but will be joined by services designed to intervene earlier and help prevent financial, mental and physical health problems from escalating.
New initiatives include trained Workplace Ambassadors to help businesses support employee wellbeing, assistance for apprentices and those starting their careers, expanded debt advice and access to online counselling services.
A new website has also been launched to provide a central point for workers looking for confidential support, employers wanting to improve staff wellbeing and businesses or individuals interested in fundraising for the charity.
Anna Skeats, Chief Executive of the Rainy Day Trust, said: “This is a pivotal moment in our history of over 180 years. For generations we’ve been the safety net people reached for when crisis struck and we always will be.
“But too many people in our industry are struggling long before they reach that point, and their mental and physical health pays the price.
“Our new brand is a promise; we will be there sooner, at hand from someone’s first day in the sector and at every step after it, helping our people live happier, healthier and more fulfilled lives.”
The charity said its shift towards preventative support comes amid continued concerns over the wellbeing of people working in retail and related sectors.
The Retail Trust’s 2025 Health of Retail report found that 39 per cent of retail workers blamed increases in the cost of living for a deterioration in their mental health.
The Rainy Day Trust also highlighted figures from the Health and Safety Executive showing 79,000 construction workers suffer from work-related ill health each year, with more than half of cases involving musculoskeletal problems.
Richard Drew, Chair of the Rainy Day Trust and sales lead, trade independent merchants at AkzoNobel, said: “Rainy Day Trust has always been there for our sector on its worst days. This evolution means it will be there for all the other days too.
“That’s good for our people and good for our businesses and I’d encourage every employer in the industry to be part of it.”
The charity is now looking to develop further partnerships with employers across the home improvement and home enhancement industries as it rolls out its expanded support.
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