About
Kindly is the UK's first hybrid sustainable supermarket — a fully operating proof of concept that circular retail works at scale, for real people, in real high streets.
Since 2019, we have diverted 325,000 single-use plastic units from the waste system across two stores, serving 250,000+ transactions with a 75% repeat customer rate. Our 100% plant-based, predominantly organic range is delivered through assisted refill stations that match the speed and convenience of traditional supermarket shopping — removing the friction that has historically stopped circular grocery from going mainstream.
Beyond our stores, we are developing the Refill Retail OS — an AI and IoT-enabled inventory platform designed to allow any retailer to adopt the Kindly refill model, multiplying our impact across the wider high street. 66% of our stock is sourced regionally, 66p of every £1 spent stays in the local economy, and we are proud partners of FareShare Sussex and Team Domenica.
We are actively seeking connections with circular economy investors, local authority procurement teams, and retail partners who want to accelerate the reuse transition in grocery.
Shiv spent over a decade in corporate leadership, most recently as Director of Programme Management at OSTTRA — a global financial markets infrastructure business operating at the intersection of fintech, data and digital transformation. Leading cross-functional teams across complex, large-scale programmes, he developed the operational rigour and systems thinking that now underpins Kindly's tech-enabled refill model.
In 2019, Shiv founded Kindly of Brighton with a single conviction: that sustainable grocery shopping shouldn't require a compromise on convenience. Seven years later, Kindly operates two stores in Brighton, has diverted 370,000 single-use plastic units from the waste system, and is building the Refill Retail OS — an AI and IoT platform designed to enable any retailer to adopt the refill model at scale.
Shiv brings the discipline of enterprise programme delivery to the circular economy — combining commercial rigour with genuine environmental purpose.