“In our 50-year history, this is perhaps the most important job we’ve had, helping give Father Christmas a home in which to hand out presents” – Structure-Flex has donated a grotto for EACH’s Cromer shop

It will be a case of ‘home from home’ when Father Christmas swaps his workshop for a fleeting trip to Cromer.

Despite his busy schedule, Santa is leaving the North Pole to enjoy his specially-designed grotto at the East Anglia’s Children’s Hospices (EACH) shop in Cromer.

It has been produced free of charge by Structure-Flex Ltd and will provide a perfect, authentic backdrop when the great man comes to meet children and hand out presents on Saturday, 23rd December (10am until 4pm).

“Structure-Flex is very kindly designing and donating a surround to cover the inside of our men’s department, so it will give the illusion of a grotto,” said Cromer shop manager Roxanne Goff.

“They sent a mock-up recently and it looks amazing.

“It means we can effectively ‘wrap’ the room, with a curtain at the front, and it will feel very authentic and Christmassy.

“It’s a fantastic gesture and we’re very grateful.

“It should be a lovely, festive community event and we’ve got some beautiful books for the children that meet Father Christmas.”

Paul Reeve, Managing Director of Structure-Flex, added: “In our 50-year history, this is perhaps the most important job we’ve had, helping give Father Christmas a home-from-home in which to hand out presents to girls and boys in Cromer.

“Community and family are very important to our team, especially at this time of year, so the chance to support EACH and the amazing work it does was our pleasure.”

Customers young and old will also be able to enjoy mince pies and sweets provided by the Cromer branch of Morrisons.

Meanwhile, visitors to the shop, in Tucker Street, are already getting in the spirit by taking part in its ‘Find Comet’ game.

The toy reindeer is being hidden within the store and anyone who finds it receives a bag of sweets from the counter. They then get to hide it ready for the next person.

“It’s been great fun and it isn’t just children who have taken part,” added Roxanne.

“People of all ages are finding it hilarious and the very first person to find our Comet was a lady in her 80s!”

To find out more about volunteering for EACH in Cromer, pop in for a chat, email Roxanne via roxanne.goff@each.org.uk or call  01263 801998

Notes to Editors

“EACH has made us all feel part of an extended family and, thanks to staff and fellow families, we’re not alone with problems. We always leave The Treehouse feeling positive, stronger and thankful.”

  • We care for children and young people with life-threatening conditions across Cambridgeshire, Essex, Norfolk and Suffolk, and support their families.
  • We offer families flexibility and control over where they receive their care and support, including where their child dies – at home, in hospital or at one of three hospices at Milton (Cambridge), The Nook (Norfolk) and The Treehouse (Ipswich).
  • Our family-centred approach includes specialist nursing care, symptom management support, short breaks, wellbeing activities, therapies and counselling, all meeting the individual needs of the child, young person and whole family.
  • We are recognised as leaders in our field, with a reputation for excellence and commitment to pioneering development and innovation.
  • We rely on voluntary donations for the majority of our income and this year need to raise £5.8 million from fundraising and £6.5 million in income from our shops. The year before the pandemic we received just 16% of our total income from statutory sources.
  • EACH Royal Patron –Her Royal Highness The Princess of Wales.
  • For more information about EACH, including forthcoming events and how you can help raise funds,visit each.org.uk or call our Suffolk fundraisers on 01473 917965.

Keep in touch:


For further information about this release please contact:

Matt Plummer | Media and PR Manager | 07738 328058 | Matt.Plummer@each.org.uk

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