On 2nd May 2011, Trust for London announced to the 2,000 citizens at Citizens UK's Living Wage 10th Anniversary Assembly the new rate of £8.30 per hour. A new figure was also agreed with Loughborough University and Rowntrees at £7.20 per hour for employers outside London. A focus on the retail sector was agreed by the Living Wage Steering Committee and ‘Lush’ from the private sector offered to lead the way across their 20 outlets. It was also agreed to explore the four major supermarket chains and to seek a working relationship with them for the long term.