Panache Cruises raise £75k for Reuben’s Retreat

Luxury Chorley cruise retailer Panache Cruises has raised £75,000 for the family support charity Reuben’s Retreat – and pledged to double that amount over the next three years. 

Reuben’s Retreat was set up by Nicola and Mike Graham after their 23-month-old son Reuben passed away in 2012 from an aggressive brain tumour.

It supports families who have suffered the loss of a child or have a child living with medical complexities.

The money raised by Chorley business will go towards a £1m appeal to finish off the charity’s retreat in Glossop by renovating four family apartments.

Panache’s chief executive James Cole initially set out to raise £50,000 to mark his 50th birthday but ended up raising £75,000 through a series of events including a Panache team climbing Mount Kilimanjaro in June. 

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 luxury cruise retailer also committed £10 for every booking made in 2025 and asked customers if they would like 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.”

Nicola Graham, chief executive of Reuben’s Retreat, said: “Every penny counts. I often say that every raindrop raises the sea. 

“Raising such vital monies means that 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.”