– Episode 28:

Why Sussex Needs To Look After Its Shopkeepers

Host: Richard Freeman Guest: Shiv Misra - founder of Kindly

In this episode, Richard Freeman talks with Shiv Misra, founder of Kindly, a Brighton homegrown supermarket with a difference; fair prices, no plastic, and no gimmicks. Shiv's story is one of grit, optimism and retail reform, building something sustainable in every sense of the word.

From taking over the old HISBE store to juggling a day job in IT and and growing a new model of retail, Shiv explains what independent retailers really need to survive: lower rates, shared logistics, smarter supply chains and genuine support from local government.

Could a region built on small business pride could use devolution to back its entrepreneurs; the grocers, cafés, makers and market traders who give Sussex its identity?

This episode is a good companion to #24 with Rachael Dines.

"If the big players don't do it, then more of the small players need to — so people still get the convenience and choice they need."

Shake It Up Creative – the Worthing-based marketing and web agency helping organisations stand out with style, strategy and substance. From brand builds and slick websites to demystifying PR and SEO, they're known for straight-talking advice and a collaborative mindset.

The team runs free online help sessions via #ShakeItHub and offers pro bono mentoring through BIPC, Community Works and Enterprise Nation. Finalists at the 2025 Independent Agency Awards for Best Promotional Campaign, they prove bold, beautiful marketing is possible with small teams and smart budgets.

👉 shakeitupcreative.com

🎯 Why this matters

"People want to do good, but they don't want to do it at the cost of either convenience or choice. We're trying to bring in a food revolution where we change the way we consume things."

• How independent retail defines Sussex's economic identity
• Why small shops need joined-up business support post-devolution
• The case for shared logistics hubs and collective delivery schemes
• Rate relief, rent reform and how councils can reward sustainable practice
• The untapped potential of farm-to-shelf supply networks
• Building a county-wide loyalty scheme to connect towns and traders
• Learning from HISBE's legacy and what Kindly is doing differently
• Surviving cost-of-living crises as a micro-retailer
• What local leadership could do to protect small business resilience
• Making refill and repair retail part of mainstream shopping, not the niche

  "Unity is power — Sussex's small shops could speak with one voice if councils did the same."

• Kindly – Brighton's refill-first, plant-based supermarket

• Federation of Small Businesses – Sussex

Host: Richard Freeman Guest: Shiv Misra Sound design / editing / original music: Chris Thorpe-Tracey Production management: Letitia McConalogue Recorded: On location

Want a joined-up Sussex story? Want to help shape devolution so it actually works for people and places? 👉 https://sussexandthecity.info — episodes, resources and events.