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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.
We're not a niche eco-shop. We're a proven retail model with strong unit economics, loyal customers, and real impact.
Every pound has a purpose. Every investment funds real growth.
Choose your investment level and become an owner of Kindly's future.
We're building this together. See how many community members have already joined the movement.
Our full investor pitch deck includes detailed financials, market analysis, and 5-year projections.
Download Pitch Deck (PDF)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.
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.
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%).
We're structuring 5 tiers ranging from £100 to custom partnerships. Tier 1 (£100): Impact tracking + quarterly updates. Tier 2 (£500): Early supplier notifications + free drink + 5% off. Tier 3 (£1,000): Community events + voting rights + 10% off. Tier 4 (£5,000): Founder calls + Store 3 nameplate + 15% lifetime discount. Tier 5 (Founder's Circle): Custom partnerships — contact Shiv.
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.
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.
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.
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.
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.
Sign up on our landing page 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.
Campaign runs 1 September – 12 October. Plenty of time to think it through. If you want to chat it through, email shiv@kindlyofbrighton.com.
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.
