For the second year, Almeida Junior shopping malls will deploy the Empty Store campaign. Such initiative aims to raise donations of warm clothes, shoes, bedding and blankets for those who cannot afford to warm up in the winter. In 2017, over five thousand pieces were collected and donated. In the Empty Store campaign, customers do not buy, but leave new or used pieces – as long as they are in good condition – for donation.
The Empty Store campaign is effective in four of the company’s six shopping malls – Balneário Shopping (Balneário Camboriú), Garten Shopping (Joinville), Continente Shopping (Grande Florianópolis) and Nações Shopping (Criciúma) since May 22. This campaign will also start at Neumarkt Shopping (Blumenau) as of June 1, and at Norte Shopping (Blumenau) as of June 5.
Up to July 1, the donated pieces will make up mannequin looks in the shopping windows, fill the hangers and give shape to the space as if it was a common store. This is a new way to help beyond the traditional campaigns. Thus, donated items will be featured in the shopping malls. All the raised funds will be sent to charitable institutions that need support in every city where shopping malls are located, aiming at bringing local communities closer together and offering a more sustainable development.