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Patagonia donating its $10M in Black Friday sales to charity

In this July 30, 2013, file photo, Tania

In this July 30, 2013, file photo, Tania Bjornlie, from Patagonia, holds one of the new Patagonia day packs a during set up at the Outdoor Retailer Summer Market in Salt Lake City. Credit: AP

VENTURA, Calif. - Patagonia says its Black Friday "fundraiser for the Earth" has shattered expectations by bringing in $10 million in sales that will be donated to nonprofits focused on helping the environment.

The outdoor clothing maker previously announced it would donate 100 percent of its global retail and online sales on Black Friday. It says it expected to reach $2 million in sales, but instead generated five times more. Patagonia says the fundraiser "attracted thousands who have never purchased anything from Patagonia before."

Ventura, California-based Patagonia hasn't said exactly which groups the money will be going to, but says they are "underfunded and under the radar." It also has a list of groups which have previously received grants from the company.

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