Panache Cruises fundraises £75k for Reuben’s Retreat

Panache Cruises has raised a total of £75,000 for Reuben’s Retreat, and has pledged to donate double the amount to the charity during the next three years.

Chief executive James Cole originally set out to collect £50,000 to mark his 50th birthday.

But as a result of a series of events this year, including a climb up Mount Kilimanjaro in June, the luxury cruise retailer ended up surpassing its target by £25,000.

The funds will go towards the charity’s £1 million fundraising appeal to complete the building of its retreat in Glossop, Derbyshire, by adding four accommodation ‘suites’ for bereaved families or those with children with complex medical needs.

Cole said: “I’m incredibly proud that we’ve been able to smash our original target and raise £75,000 for such a brilliant cause.

“Not only have we raised £75,000 but we’ve done it together. That gives me a huge sense of satisfaction.”

The agency also committed £10 to Rueben’s Retreat for every booking made in 2025 and asked customers if they wanted to match it.

Cole said: “We didn’t want to stop after raising £75,000 so we’ve tasked ourselves with raising another £75,000 over the next three years.

“This will mean we’ll have raised £150,000 for Reuben’s Retreat over a four-year period and we couldn’t be happier.”

Reuben’s Retreat founder Nicola Graham, who set up the charity with husband Mike after the death of 23-month-old Reuben in 2012 from an aggressive brain tumour, has always credited the industry as instrumental in its support since she set up the organisation in her son’s name.

The building project was launched almost 12 years ago to convert a former hospital site into a retreat for families of children with complex medical needs or those who have lost a child.

Commenting on Panache Cruises’ efforts, she said: “Raising such vital monies means our doors and hearts remain open to families and our steps towards the vision become closer.

“We are renovating an old Victorian hospital and Panache Cruises’ stories of training, challenge, kindness, giving and a significant birthday will be woven into our tapestry forever.

“Thank you to every heart that gave and to everyone that conquered in their efforts to bring light to those enduring dark days.”