Vegan grocer Kindly has kicked off what it has hailed as a “new era for sustainable shopping” ahead of the opening of its second store site in Brighton.
Located at the site formerly occupied by fellow ethical supermarket brand Hisbe – which shut down earlier this year – it is the first of five new Kindly stores planned to open over the next five years.
Brighton-based Kindly was founded in 2019 by Shiv Misra with the aim of creating a “more ethical food system”. It specialises in selling products that are “cruelty-free”, have low environmental impact and are produced in a way that minimises waste.
Its current store on Dyke Road in Brighton stocks a wide range of vegan, Fairtrade and organic grocery and household goods, sourced mainly from a network of suppliers local to Brighton.
Misra aims for the second store to open within the next “two to three weeks”. Future openings would initially remain focused on the Brighton & Hove area, but Misra didn’t rule out expanding into other areas in the future.
“We aim to show it is possible to run a supermarket that prioritises people and the planet while being commercially successful,” Misra said.
“By expanding our presence, we hope to lead by example and inspire others to adopt more sustainable and ethical practices in their own businesses.”
Alongside its physical store, Kindly also operates an e-commerce platform delivering to areas around Brighton and Sussex as well as a loyalty scheme.
The new location on York Road has been empty since previous tenant Hisbe – which is short for How It Should Be – went bust in January, closing both of its stores in the city and leaving many of its suppliers unpaid.
The self-styled ‘rebel grocer’ was founded in 2013, and had successfully operated on very similar principles to Kindly. Hisbe donated proceeds of every sale back to its supply base, and minimised food waste by giving close to use by date food away for free.
“The previous tenant left a legacy of trying to challenge the status quo in the grocery industry, and at Kindly, we share that same vision,” Misra said.
“When they closed, they hoped their efforts would inspire others to continue the important work of transforming how food is sourced, sold, and consumed. Kindly is proud to carry this torch forward.”
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