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Cherry aims to support beneficiaries through an innovative, online, backed and trusted, C2C, buying and selling platform for clothing, all on behalf of charity, in both mobile application and website format.   A brief explanation to how it works is: Users buy and sell clothes online, knowing that the raised funds go to their charity of choice.   This benefits many communities through an increased funding for charities of all sizes, from large organisations, such as Cancer Research UK, to local initiatives, such as youth centres.   This benefits charities by working with them as a system that minimises overhead and maintenance requirements, as transactions are facilitated directly between buyers and sellers on their behalf. As the transactions are made in support of charities, a solution is provided for charities facing challenges such as increasing overhead costs, limited and overstretched volunteers, the decline of high the street, as well as any need of expenses for a separate online store’s development, maintenance and marketing. This platform ensures a separate source of online income to all charities is available through the voluntary work of its users.   Cherry further benefits the community by promoting an environmentally friendly circular economy. Every item purchased and/ or sold is both a donation, and a reduction of waste; thus supporting both sustainable and ethical practices! This ethical alternative to fast fashion addresses and tackles both environmental and social concerns; offering a widely scalable solution to both.   The Cherry .T Community Interest Company distinguishes itself from competitors in the online second-hand industry by focusing entirely on facilitating charitable donations.   Unlike for-profit organisations, which are not structured for this purpose, Cherry is dedicated to providing users with a diverse range of charitable options. Competitors would require significant restructuring and rebranding to achieve comparable charitable impact, emphasising Cherry's unique and community-focused mission.    Additionally, as for-profit organisations, competitors are unlikely to achieve the level of public trust required to fully implement a business model similar to that of Cherry .T Community Interest Company.

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