Mountain Warehouse and Northwood Foundation Celebrate Early Success of “The Dignity Rack”

Halifax, NS — One month after the launch of The Dignity Rack, the Northwood Foundation and Mountain Warehouse are celebrating strong community response to the new partnership — an initiative that makes it easy for shoppers to give back while shopping local.

Unveiled on October 18 at Mountain Warehouse’s Halifax and Dartmouth stores, The Dignity Rack invites customers to purchase small, essential items like socks, sweaters, and sunglasses for Northwood residents and clients. Each purchase supports the Northwood Foundation’s Dignified Living Fund, which provides the everyday comforts and essentials that help people in care live with dignity, safety, and independence.

“The Dignity Rack is proof that local impact doesn’t require grand gestures,” said Charbel Daniel, CEO, Northwood. “It’s about neighbours caring for neighbours — small acts that restore comfort, connection, and a sense of belonging for those who need it most.”

Since launch, The Dignity Rack has seen encouraging early momentum, with customers already purchasing over $2,000 worth of items to be donated. The impact is extending well beyond Nova Scotia — one Halifax store associate shared that a friend from East Coulee, Alberta, originally from Nova Scotia, saw the program on social media and reached out wanting to give back. The result was a $100 donation in the form of seven three-packs of socks and six water bottles, purchased on her behalf and delivered directly to Northwood.

“We’ve been deeply moved by how quickly the community has embraced this program,” said Faye LeBlanc, Managing Director, Northwood Foundation. “Every donation — whether it’s a warm sweater or a pair of socks — reminds residents that their community cares, and that dignity is something everyone deserves.”

“Our team is thrilled to see customers choosing to make a difference with every visit,” said Deindre Seaborne, Atlantic Area Manager, Mountain Warehouse. “At Mountain Warehouse, we believe in helping people enjoy life — indoors and out — and that includes giving back to the communities that support us.”

The program will continue year-round, refreshed seasonally to reflect changing needs. All donated items stay within the local community — collected by Mountain Warehouse staff and delivered directly to Northwood each quarter.

About Northwood Foundation

The Northwood Foundation supports the work of Northwood, Atlantic Canada’s largest not-for-profit continuing care organization. Through donor generosity, the Foundation funds programs and services that enrich the lives of more than 6,000 Nova Scotians every day. From essential health supports to innovative community initiatives, the Foundation ensures residents and clients can live with dignity, belonging, and choice.

About Mountain Warehouse

Founded in 1997, Mountain Warehouse is one of the UK’s largest outdoor retailers, with stores across Canada offering quality outdoor clothing and equipment for the whole family. The company is dedicated to supporting local communities and helping people everywhere enjoy the outdoors — whatever the weather.

Media Contact:

Callie Gallant

Director of Marketing & Communications

902-399-4963

callie.gallant@nwood.ns.ca