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Bloomingdale’s on Wednesday maintained its tradition of supporting the Southampton Fresh Air Home, a camp for severely physically disabled children, by staging a luncheon and fashion show at the store’s Manhattan flagship.

This story first appeared in the September 18, 2008 issue of WWD. Subscribe Today.

“Fifty years ago, Joseph and Lyman Bloomingdale made contributions to the camp. Bloomingdale’s still does it the same way today,” said Pam Michaelcheck, chair of the Southampton Fresh Air Home.

Similar to what the founding brothers did, Bloomingdale’s on Wednesday donated 10 percent of its sales from the fourth-floor designer collections and underwrote the luncheon for 160 women. Tickets to the event were sold and there was a gift raffle.

The Southampton Fresh Air Home strives to help the kids, many from the inner city, develop physically, emotionally and educationally. There are three three-week sessions during the summer, each providing the camp experience for 55 children. “It’s a sleepaway camp that has the same activities as a regular camp,” Michaelcheck said. “We have horseback riding, tennis, golf, swimming, sailing, games — plenty of activities.”

The retailer is “trying to do something more than just sell merchandise, but selling merchandise does give us the opportunity to give back to the community,” said Bloomingdale’s chairman Michael Gould.

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