Alpha Club – Red hot boost for a great British icon
With their distinctive uniform of scarlet wool coat, gleaming brass buttons and smart piping, the Chelsea Pensioners are one of the country's best-loved military organisations.
And now one of the fastest growing business groups is helping realise a long-held dream for this community of retired army service men and women based at London's Royal Hospital Chelsea.
Alpha Club, a private members' club for professionals, has joined forces with the Chelsea Pensioners and the Royal Hospital's Scarlets Appeal to raise funds for a new lightweight coat for the veterans.
The new outfits - which would help the Chelsea Pensioners carry out their work all year, even in the heat - would feature the same iconic design but in a breathable, comfortable fabric.
With Chelsea Pensioners aged from 65 right up to 100 years old, all leading active lives representing the Royal Hospital at charity and ceremonial events, new uniforms would be invaluable in helping them continue the work they love.
A GREAT CAUSE
Alpha has sponsored a fundraising single Home From Home, written especially for the veteran community. All proceeds from donations will go straight to the Scarlets Appeal.
The spellbinding song features the vocals of celebrated tenor Russell Watson and superstar mezzo-soprano Friederike Krum, who is Ambassador to the Scarlets Appeal.
It received its first public performance in the magnificent setting of the Royal Albert Hall at the Best of the West End musical showcase, with delighted Alpha members in the audience. Afterwards they mingled with special guests at an exclusive after-party at the luxurious Baglioni Hotel in Kensington.
Embodying a strong moral ethos, Alpha Club was founded with the belief that successful business and philanthropy go hand in hand, which is why Alpha is offering its support to the Scarlets Appeal.
But it's not all work and no play- this exclusive club also strives to have as much fun as possible, combining business-driven events with a socially compatible and like-minded membership.
This gives members access to a world of unparalleled limitless opportunities and a huge range of experiences and possibilities.
Alpha Club really is the most enjoyable way to do business.
Joining the cause to help raise money and awareness for the Scarlets Appeal are (from top): Friederike Krum with Chelsea Pensioners John Gallagher and Monica Parrott; Grazina Frame, Mitch Murray, Ruthie Henshall, Gina Murray with her partner Massimo Cugnetto, Mazz Murray and Dani Behr; Liberty X with Ben Forster; former Blue Peter presenter Konnie Huq