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30th April 2015


Stylish staff from Harvey Nichols Birmingham will be swapping their designer threads for gym gear as they set off on a 100 mile cycle ride to raise much-needed funds for Blood Bikes NICU Support.

The team of 12 fashionable fundraisers will cycle from Liverpool’s Beauty Bazaar store and pedal their way to Birmingham’s Mailbox as part of the NICU Challenge. They will then hand over the baton to another Harvey Nichols team who will cycle from Birmingham to Oxford before a final leg heads to London’s Knightsbridge.

Chosen as this year’s Harvey Nichols charity, Blood Bikes NICU Support aims to give premature and sick babies the best start in life by collecting essential breast milk from donors and delivering it to Neonatal Intensive Care Units across the UK.

The charity recently set up a new service that offers transport to new mums so they to spend as much time as possible with their babies whilst in NICU care. Money raised from this year’s NICU challenge will fund the latest all-purpose electric i3 BMW vehicle.

“The team is very excited to be taking part in the NICU Challenge next week,” said Richard Vickery, General Manager of Harvey Nichols. “I can imagine we’ll all be feeling a little saddle sore in store the following day but knowing we’ve helped such a great charity should help ease the pain!”

The Birmingham team have been in training for the last few weeks for ride on May 5 and have already done an eight-hour spinathon in store using bikes from theclubandspa. So far they have raised more than £2,000 of their £2,400 target.