Founder
My Buzz
We're Kindly of Brighton — the UK's first refill supermarket. 7 years on Brighton's high street proving that sustainable grocery shopping can be just as fast and easy as any conventional supermarket. £1.9M revenue. 325,000 plastic units diverted. The high street isn't dying — it's going green.
My Bio
Kindly of Brighton was founded in 2019 by Shiv Misra, a former corporate director who left a senior career to solve a problem he couldn't ignore: why should shoppers have to choose between convenience and conscience?
Seven years later, Kindly operates two stores in Brighton — the UK's first hybrid sustainable supermarket. 100% plant-based, predominantly organic, with assisted refill stations that match the speed of a conventional supermarket shop.
£1.9M revenue. 137% year-on-year growth. 250,000+ transactions. 75% repeat customer rate. 26 employees. 325,000 single-use plastic units diverted from the waste system.
Triple award winner: GBEA Retail Entrepreneur of the Year 2024, Better Retailing Responsible Retailer of the Year 2025, Plus X Brighton Changemaker Award 2025. Also recognised by IE100, Elite Business TOP 100 and Theo Paphitis #SBS 2026.
Now raising £250,000 under EIS Advance Assurance to open a third store and develop the Refill Retail OS — an AI-enabled platform enabling other retailers to adopt our model at scale.
My Business Tips
- Prove the model before you raise. Seven years without external capital taught us more about unit economics than any investor could.
- Repeat customers are your most honest metric. If 75% come back every week, you've built something real.
- Sustainability and convenience are not opposites — if your sustainable business is inconvenient, that's an operations problem not a values problem.
- Community is your moat. 66p of every £1 we spend stays in Brighton. That's not marketing — it's strategy.
My Latest Offers
Visit Kindly of Brighton and get 10% off your first refill shop — just mention #SBS at the till.
Find us at York Place or Dyke Road, Brighton. Or shop online at kindlyofbrighton.com
Proud #SBS Winner 2026
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