How Leeds-based online store is raising thousands of pounds for the NHS

A businessman from Leeds has launched an online store selling customised products, raising thousands of pounds for NHS charities.
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Matthew Colley, from Fearnville, launched the #IMPROUD store last month, working with Kane Crosfel from charity We Care Leeds.

Products on sale include tote bags, key rings, water bottles and lanyards and all feature an #IMPROUD heart - made up of the different roles of key workers.

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Matthew says 50 per cent of all funds are donated directly to NHS charities across the UK, with £11,310 already donated to hospitals across the country.

Kane Crosfel (left) from We Care Leeds with IMPROUD founder Matthew ColleyKane Crosfel (left) from We Care Leeds with IMPROUD founder Matthew Colley
Kane Crosfel (left) from We Care Leeds with IMPROUD founder Matthew Colley

The rest of the sales go towards running costs such as postage materials and manufacturing costs.

Matthew, 31, said: "We came up with the idea of three products to raise money for the NHS and I shared it on my personal Facebook.

"I have a few friends at St James's and LGI and it gained traction really quickly, it ended up getting thousands of likes and shares.

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"Building on that momentum, I managed to build a website within 24 hours and spoke to suppliers who could manufacture the products.

The IMPROUD heart on products is made up of the different roles of key workersThe IMPROUD heart on products is made up of the different roles of key workers
The IMPROUD heart on products is made up of the different roles of key workers

"We got a huge boost of numbers through Facebook and managed to raise £10,000 within two days of launching, which was donated to the University of North Midlands charity.

"It was a fantastic effort on everyone's part."

Matthew hopes the next large donation can be given to Leeds Cares, the charity for Leeds Teaching Hospitals NHS Trust.

The dad-of-two launched the store after demand for his printing business, Staged Media Group, fell during the pandemic.

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He added: "There's a personal motivation for me, my mum is poorly with Crohn's disease and my brother is also high risk with a tracheotomy.

"My mum got a really bad chest infection and was taken to hospital, she was tested for coronavirus but thankfully it came back negative. It was a scary time for me and I just thought, can I do anything to help?

"I'm not eligible for government funding for my business and it's been tough. "But I thought, I could sit and feel sorry for myself, or I can do something about it."

The #IMPROUD store is found at www.improud.co.uk.

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