Rays of Sunshine occupies a distinctive niche in the charity sector. Like the Make-A-Wish Foundation, it fulfills the desires of children with serious or life-limiting illnesses. By comparison, though, it is a new kid on the block, having been formed two decades later in 2004.
Jane Sharpe, its chief executive, says the charity - whose official ambassadors are the pop group One Direction - differs in that it also buys hospital equipment and organises events and outings for large groups of children. In terms of corporate appeal, its cause is very attractive, and the charity includes casinos, hotels and boutiques among its list of partners.
But the year-long partnership with the Fragrance Shop is particularly valuable because it involves a retailer, says Sharpe. The Manchester-based perfume outlet has 137 branches in the UK and plans to open 100 more over the next five years, confident it can defy the economic downturn.
"It is the only retail corporate partner we have," says Sharpe. "We are extremely grateful to have a presence on the high street."
The partners aim to raise at least £100,000 in 12 months through a donation of 5p from every purchase of perfume, aftershave, beauty products and accessories. Sharpe says she hopes the partnership will stretch to two years and that examples of the charity's wishes will be publicised in the store.
It is the Fragrance Shop's first charity partnership. "When we started to look for a charity to support, we knew we wanted one that helped disadvantaged children," says the retailer's owner and chief executive, Sanjay Vadera.