HOME-shopping giant Damart has set-up a new charity foundation.

On Senior’s Side will provide funding to registered organisations focused on senior citizens.

The company, whose warehousing operation is at Steeton, kicked-off the initiative with a £5,000 donation to the Alzheimer’s Society.

Any employee who has been with the company for more than a year will be able to propose a potential beneficiary.

Jo Phipps, for Damart, said: "Our average customer is 74 years old, so supporting seniors is something we’re very passionate about as a business.

"The On Senior’s Side foundation was created to involve staff in initiatives which support senior members of society, whether contributing to the work of national charities or smaller causes in the local area."

Teresa Batty, from the Alzheimer’s Society, said the charity was delighted with its donation.

"We’re grateful for the funding which will go towards our Side by Side service – a hugely-valuable resource for many people living with dementia," she added.