The Warehouse Rotorua store manager Sally Rison said it was fantastic to see the generosity of the community for such an important cause.
"Swimming is a huge part of a classic Kiwi summer and we're very proud that the contribution and generosity of Rotorua locals will help more Kiwi kids to enjoy the water safely."
Chief Executive of Water Safety NZ Jonty Mills said it was a natural fit to partner with The Warehouse.
"They're an iconic Kiwi brand with a long history of supporting the community and a focus on supporting young people and families, so they're an ideal match for us."
Mills said there had been a decline in aquatic education through the school system, and some kids also missed out due to things like cost, access and transport.
"Unfortunately this means kids who are most at risk often miss out.
"Through this partnership with The Warehouse we'll be able to reach more vulnerable kids and grow the programme. More and more kids are coming out of the education system without foundational water safety skills, and there is an unquestionable correlation between lack of water safety competence and long-term drowning prevention," he said.
The Warehouse chief executive Pejman Okhovat said there were 78 preventable fatal drownings in New Zealand last year and the country was at the upper end of drowning death rates in the developed world.
"It's heart-breaking especially when these tragic deaths are preventable. One of the great things about living in New Zealand is our proximity to the coast and our relationship to and enjoyment of the water, but we need to do better in teaching our kids how to stay safe."
Swimming NZ chief executive Steve Johns said the programme went to the heart of drowning prevention.
"It educates children on the assessment of risk, awareness of dangers and equips them with the skills and competencies to be able to act in potential drowning situations."