High-street retailer Wilkinson has chosen the Anthony Nolan Trust as its charity of the year in a tie-up that could earn the charity more than £1m.
Staff at the homeware retailer voted to support the charity, which provides bone marrow transplants, in a ballot involving three other charities held in April 2009.
The partnership, which starts this week, will involve a range of fundraising activities in the 340 Wilkinson stores in England, Scotland and Wales as well as some national initiatives.
Wilkinson lorries will carry the charity's logo and the retailer will be encouraging people to sign up to the Anthony Nolan donor database.
Henny Braund, chief executive of the Anthony Nolan Trust, said: "What is remarkable about this partnership is the extent to which Wilkinson is integrating it across the whole business, building it into its retail strategy and structure right down to promoting our charity on lorries.
"There is no doubt that this partnership will have a long-lasting impact in helping us to save many more lives."