About us !

At Kindly, we are more than just a supermarket; we are a movement towards a sustainable future. As Brighton’s beloved ethical and vegan supermarket, we are dedicated to providing thoughtful, responsible shopping options that make a real difference for our planet and our community. Our mission is simple: to offer the best vegan, cruelty-free, organic, local, and fairtrade products with carbon-neutral deliveries, ensuring that every purchase you make supports a greener, kinder world. 

Our Values

  • Genuine : We are an independent venture, genuinely committed to practicing what we preach. Our approach is different from conventional supermarkets because we prioritize the planet over profit 

  • Thoughtful :We believe in thoughtful shopping for thoughtful shoppers. Our team of experts carefully curates their favorite foods and products, doing the hard work of finding the best options for you.  

  • Expert : With a team of dedicated professionals, we ensure that you have access to high-quality, ethically sourced products that you can trust 


Our Story


Kindly was founded in 2019 in Seven Dials, Brighton, by our visionary founder, Shiv. Driven by a passion for positive change, Shiv recognized that veganism is a powerful way to reduce our environmental footprint. He set out to revolutionize the supermarket model by putting the planet before profits.


Shiv's journey started with a simple realization: everyday choices impact the environment. Determined to make a difference, he envisioned a supermarket offering high-quality vegan products, adhering to the highest ethical standards. From the beginning, Shiv committed to creating a business that truly embodied its values. He meticulously ensured that every product at Kindly was cruelty-free, organic, and ethically sourced. His dedication extended to eco-friendly packaging and carbon-neutral deliveries.


For Shiv, veganism and sustainability are personal missions, not just business strategies. By offering a comprehensive range of plant-based products, Kindly helps people make environmentally friendly choices effortlessly. This vision drives Kindly’s growth and makes it a beloved destination for thoughtful shoppers in Brighton and beyond.


Our Offerings


We are not just a "vegan shop"; we are a comprehensive ethical supermarket where responsible shoppers can find everything they need in one place. From fresh fruit and vegetables to bakery items, meat and dairy alternatives, household products, and more, you can do your entire shop at Kindly.


Our Community


Our close-knit team has grown stronger and more resilient through the challenges of the past few years. We are proud to provide a calm and relaxing shopping environment in Brighton, where you can escape the hustle and bustle and shop in peace.


Our Online Presence

In 2022, we expanded our reach by launching Sussex’s biggest online vegan supermarket. Our online store is the ultimate one-stop destination for all your vegan, planet-friendly shopping needs. From fresh produce to household and health and beauty products, we offer fast, reliable delivery to your doorstep across Brighton and Sussex.



Join Us

Join us in making a difference. Shop at Kindly and support a supermarket that truly cares about the planet and its people. Together, we can build a more sustainable, ethical, and kinder world.