KINDRED : Build Kindly together

 

 

Why We're Raising

We didn't start Kindly to build a business. We started it to answer a question.

For almost seven years, thousands of people have walked into Kindly asking: "Can I shop here without the guilt? Can I buy what I need without destroying the planet?"

We've said yes. Twice over.

But every day, we hear something that breaks our hearts. "When are you opening in Worthing?" "Is there a Kindly near me?" "Can you come to my town?"

Brighton proved it works. The refill model isn't niche. It's the future. And it's ready to scale.

Store 3 is that moment. But we're not building it the old way — with outside investors calling the shots. We're building it WITH you. Our community. The people who believed in this first.

This is your chance to own a piece of something real. Not just a store. A movement.

£1.9M
Revenue Last Year
137%
Growth in Impact
75%
Repeat Customer Rate
13.7K
Loyalty Members

We're not a niche eco-shop. We're a proven retail model with strong unit economics, loyal customers, and real impact.

How We're Raising £250k

£200k

Value-Aligned Investors

From local angels and impact-aligned fund investors

£50k

Community Investment

From you. Our customers and supporters. That's Kindred.

Where the £250k Goes

50%

Store 3 Fit-Out

20%

Working Capital

15%

Growth Manager Hire

15%

Tech & Marketing

Every pound has a purpose. Every investment funds real growth.

What We're Building

Store 3 (Q1 2027)

Open our third location in a new town. Prove the model works beyond Brighton. Reach the thousands asking: "When are you coming to my area?"

Refill OS Technology

Build a technology platform that lets independent retailers adopt the Kindly model nationally. Recurring revenue. Scalable impact. Non-dilutive growth.

Why it matters: We're not just opening another shop. We're building the infrastructure for 10 stores by 2033.

What Matters Most to Our Community

You told us what matters. Here's what you said:

Supporting Local Business

84%
Environmental Impact

75%
Being Part of Community

60%
Having a Say in Future

32%

We're building KINDRED around exactly that. You're not buying into a faceless corporation. You're owning a piece of something you already believe in.

How It Works

1

Register Interest

Fill in your details below. Takes 30 seconds.

2

We Send Details

On September 1st, you'll get the full investment details.

3

Become an Owner

Choose your investment level and complete it securely.

Campaign runs September 1 – October 16, 2026

Get the Full Details 

Register your interest now. We'll send you everything you need to know.

We'll never share your email. We respect your privacy.

Frequently Asked Questions

What is KINDRED? ⌄
KINDRED is a community investment round launching 1 September. It's your chance to own a piece of Kindly as we open Store 3 (Q1 2027) — the next step in proving our model works at scale across the South East. You become a shareholder in Shop Kindly Ltd, which means you own a % of the company and benefit as we grow.
Why are you doing this? ⌄
We've proven the model works in Brighton: £1.9M revenue, 137% growth in impact, 75% repeat customer rate. Store 3 will be the next proof point — it will prove we can replicate what works in Brighton in a new town, with a new team, and a new community. We're also building refill infrastructure alongside University of Sussex — a technology platform that lets other retailers adopt the Kindly model. But Store 3 is the immediate focus.
How much are you raising? ⌄
We're raising £250k total to open Store 3 and scale. £200k comes from value aligned and impact-focused angel investors. The remaining £50k comes from our community — that's you. Together, we fund Store 3 fit-out (50%), working capital (20%), strategic hiring (15%), and tech/marketing (15%).
What are the investment tiers? ⌄
We're structuring 4 tiers ranging from £100 to £5,000. Tier 1 (£100): Impact tracking + quarterly updates. Tier 2 (£350): Community events + voting rights. Tier 3 (£1,000): Store 3 nameplate + advisory access. Tier 4 (£5,000): Founder Council + strategic involvement. Full details go live 1 September when the campaign launches.
What about tax relief? ⌄
Kindly has EIS (Enterprise Investment Scheme) Advance Assurance. UK taxpayers can typically claim 30% income tax relief on their investment — so £1,000 becomes a £300 tax saving. You also get loss relief and CGT deferral benefits. Your accountant should confirm what applies to your specific circumstances.
How does the investment actually work? ⌄
You'll get shares in Shop Kindly Ltd (ordinary shares, full voting rights). Once the raise closes, HMRC issues you an EIS3 certificate for tax purposes. You own a % of the company — as we grow, the value of those shares grows.
What if the raise doesn't hit £50k? ⌄
All funds received are held securely by Founder Catalyst. Once the campaign closes on 12 October, any money invested stays with Kindly — under EIS rules, it can't be refunded. So if we raise £35k instead of £50k, we use that £35k to accelerate what we can (Store 3 fit-out, Refill OS development, working capital) and adjust our timeline accordingly. We're confident we'll hit £50k, but even if we don't, the capital is deployed to grow Kindly.
What if we raise more than £50k? ⌄
Excellent outcome if that happens. Any funds above £50k go toward the same priorities — Store 3, Refill OS, working capital — and accelerate our timeline. We'll be transparent about how additional capital is deployed.
What happens to my investment if things go wrong? ⌄
EIS has loss relief — if Kindly fails, you can claim a capital loss against other gains. But like any equity investment, there's real risk. Only invest what you're comfortable potentially losing.
How do I actually invest? ⌄
Sign up on our landing page (kindlyofbrighton.com/invest) from 1 September. You'll be invited to Founder Catalyst's platform, confirm your investor status, select your tier, and pay. Founder Catalyst handles all the legal paperwork and EIS certificates.
When do I need to decide? ⌄
Campaign runs 1 September – 12 October. Plenty of time to think it through. If you want to chat it through, email Shiv@kindlyofbrighton.com.
How do I know this is legit? ⌄
EIS Advance Assurance confirmed (reference: WMBC/I&R/4432521388/VCRT). We're regulated by the Financial Conduct Authority. Investment details verified with HMRC. We're a real business with real revenue (£1.9M ARR) and real growth in impact.