The Alternative Hotel Group and Marylebone Warwick Balfour (AHG/MWB)'s tie with the charity intends to raise millions of pounds to help it improve the lives of sick, disabled and disadvantaged children and young people.
Variety Club provides services such as coaches, electric wheelchairs and equipment for children's hospitals. It also sends children on once-in-a-lifetime outings and supports youth clubs throughout the UK. It works with volunteers and is supported by a raft of celebrities from show business and sport.
The collective's relationship with Variety Club will see each brand, from customers to suppliers, engaging in innovative ways to raise money for the charity.
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