Our mission

Doing retail differently

Many companies have a mission statement. We simply have a mission. We want to change retail with a different and kinder way of doing business.

We stock goods that do good, from the very best ethical and socially-minded producers. Different Kind has brilliant products from people with stories the world needs to hear.

We’re fired up and motivated by social outcomes such as employing refugees, hiring ex-offenders, buying coffee from women farmers or training neuro-diverse young people for fulfilling jobs.

You can be confident with every purchase you make from us. We’ve really put the effort in to understand our producer’s aims, the change they want to see in the world and how this translates into their products. We’ve done the homework.

We aim to be more than a store. By doing retail differently, we are shifting shopping habits and helping to create social change. Join us to buy better, challenge retail conventions and make new norms.

Why we're different and kind