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How ellenor Is Redefining The Future Of Charity Shops
When you first meet Nicci Hunt, one thing becomes immediately clear: she is, at heart, a people person. Whether she’s chatting to regulars in ellenor’s Crayford shop, supporting volunteers, or finding new ways to make a window display sparkle, her enthusiasm is infectious.
With 19 years in retail and another 19 years managing children’s nurseries, Nicci brings both commercial expertise and genuine care to her new role as one of ellenor’s Retail Cluster Managers. Overseeing eight of ellenor’s fifteen shops, she is helping to shape a new phase for the charity’s retail network: one defined by business awareness, compassion, creativity, and a strong sense of community.
“I’ve always loved retail. The buzz, the teamwork, the customer service,” she says. “But I’ve also always loved caring for people. Working for ellenor brings both worlds together. It’s about raising money but also being there for people. Sometimes you might be the only person they talk to that day.”
A key focus for Nicci is strengthening ellenor’s retail network with the hospice itself ensuring that everyone working in retail can see how directly their efforts support families across Kent and Bexley.
“We want everyone in retail to see where the money goes,” she explains. “A lot of our volunteers have never visited the hospice. We’d love to organise small tours so they can see the care they’re helping to fund and understand how much difference their hard work makes.”
That connection is vital. ellenor’s shops provide essential, reliable income that helps fund specialist care in the hospice ward, at home, and in the wider community. Every sale, every donation and every conversation at the till contributes to the care families receive when it matters most.
It’s no secret that the charity retail market has changed. Competition from online platforms, shifting customer habits and rising costs mean that shops must continue to evolve. But she sees these challenges as opportunities to adapt and grow. “We’re not just selling pre-loved items anymore – we’re competing with online resellers and high street brands. The key is balance: keeping prices fair, keeping the quality high, and making sure customers feel good about shopping with us,” she says.
Her business insight shows in the details. She understands her local markets, knows when to move higher-value pieces between shops, and takes pride in presentation and customer service.
“People come back for a reason – it’s the warm welcome, the chat, the feeling of belonging,” she says. “That’s what makes ellenor’s shops special. We’re part of the community and we take time to listen.”
Nicci see charity retail is entering a new era, one that blends tradition with innovation. From testing new income streams like selling sweets and seasonal goods to exploring how shops can act as small hubs of community connection, she is committed to ensuring ellenor’s high street presence stays vibrant, relevant, and welcoming.
“It’s about evolving,” she says. “A shop can be so much more than a place to buy things – it can be a space to connect, to feel part of something bigger. That’s the spirit of ellenor.”
For Nicci, every part of ellenor’s retail network feeds into the same shared mission. Volunteers, warehouse teams, retail staff and clinical colleagues are all connected through their contribution to hospice care. “At the end of the day, everything we do in retail helps fund hospice care,” she says. “That’s what motivates us all. Whether it’s sorting donations, serving customers or dressing a window, every small action adds up to something extraordinary.”
“For me, it’s simple – look after people, keep the shops running well, and every sale will help the families we’re here for.”
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