Charity retail leader helping to shape the future of our shops
14 April 2026 | View all news
Emma Yates brings over 20 years’ experience in retail and income generation, and she has recently joined our Retail Board to support the vital role our shops play in funding care for local families.
Find out about her experience in charity retail and why she’ chosen this voluntary role as a non-executive director (NED).
Why did you become a retail NED for Katharine House Hospice?
Having grown up in Stafford, I’ve always known how important the hospice is to our community. I’ve seen the difference its compassion and care make to local families, and I’ve always admired the values at the heart of its work.
I’ve spent much of my career in charity retail leadership, so I understand how essential retail income is in sustaining hospice services. Charity shops are often the most visible link between a hospice and its community, and the money they raise directly supports care for patients and their families.
Volunteering my time as a retail non-executive director felt like a natural way to bring together my professional experience and my connection to the area, helping our shops continue to thrive and support the care we provide.
What experience, skills or insights do you bring to the Retail Board?
I bring over twenty years’ experience in charity retail, income generation and commercial leadership. In my current role as Director of Income Generation at Age UK Wyvern, I lead teams across retail, fundraising, marketing and communications, focusing on long‑term sustainability and growth.
Before that, I helped deliver retail transformation and expansion at St Giles Hospice, working closely with trustees and senior leaders to modernise operations and improve financial performance.
Alongside my commercial background, I bring governance awareness, strategic planning experience and a realistic understanding of the day‑to‑day challenges in charity retail. I hope to offer practical expertise, constructive challenge and collaborative support to help our retail team continue to flourish.
What do you hope to help our retail team achieve in the coming year?
Katharine House Hospice already play a valued role in the community, and I’d love to support the team in building on those strong foundations. Charity retail is evolving quickly – from online resale to changing customer expectations – and there are real opportunities for innovation and growth.
My aim is to help explore these opportunities while keeping shops welcoming, community‑focused and sustainable. Every pound raised through retail supports local families, so helping our shops grow in thoughtful, future‑proof ways is something I’m proud to be part of.
Do you have a favourite charity shop find, or something you especially like about charity shops?
I love the sense of discovery – you never quite know what you’ll find. I’m especially drawn to vintage homeware, books, jewellery and handbags. There’s something special about finding a piece with history and giving it a new home.
More than anything, I value the sense of community charity shops create. Volunteers, customers and donors all come together with a shared purpose, and that blend of sustainability, connection and meaningful impact is what makes charity retail so unique.