Re-launch of our online shop: It’s back and better than ever

We have some good news to share – the RNLI’s new look online shop has reopened for business!
The RNLI's online shop has re-launched

Photo: RNLI

Thank you for your patience while we worked on improving the service and the look of the website. We know that some people were disappointed when online orders were suspended, but we hope you enjoy the new shopping experience at the new web address of

You’ll see that all of your old favourites are still there and new ranges will be added throughout the year. Some of the new products for 2018 include: an Ocean range by artist Jessica Hogarth, a Since 1824 range (unique products made from recycled RNLI lifejackets) and a new clothing range is coming in the autumn.

2017 was an incredible year for sales and profit: thank you

We’d like to take this opportunity to reassure you that we haven’t had a loss in revenue when the online shop wasn’t active for a year.

The main focus of our previous online shop wasn’t just to make money for the RNLI, it gave members of the public an opportunity to connect to our cause, encourage them to opt in to receive news alerts about us and a chance to become a supporter.

Also, by pausing our mail order service we not only saved money, but it also gave us a chance to decide what we really wanted from this service and most importantly – how to use our supporters’ donations in the best way possible.

Last year, with the fantastic work of our shop volunteers and branches, RNLI shops and Cards For Good Causes activity, we delivered the highest sales and profit in the RNLI’s retail history. The total far exceeded the previous years’ combined profits of shops, branches, online shop and Cards For Good Causes. Well done for all your hard work in making this happen!

Enjoy looking around the new shop website here. And don’t forget – any profits from the shop will go back into helping save lives at sea, so feel free to tell your friends, family and members of the public about the online shop.