Independent Retailer Seeks Crowdfunding After High Street Overheads Double
A Cheltenham-based crafting business has turned to community crowdfunding to bridge a cash flow gap after a recent relocation doubled its operating costs.
The Kiwi Fruit is Cute, an independent crafting retailer in Cheltenham, Gloucestershire, has launched a crowdfunding campaign to secure its operational future. The initiative follows a relocation earlier this year from Cavendish House to Lower High Street, a transition that the founders state has caused their overheads to double.
To manage this sharply increased cost base, the business is relying on community crowdfunding to finance a core restock order and fill existing gaps on its shelves. This targeted capital injection is designed to provide essential operational breathing room while the company works to build its sales volume in the new retail location.
The acute financial strain has led the three founders, Siobhan Westmacott, Samantha Potter and Zarina Ismail, to forgo taking any wages from the enterprise. Westmacott explained that the leadership team continues to work external jobs and is personally injecting their own capital into the business to sustain month-to-month operations.
Despite these current liquidity challenges, the company maintains that the underlying business is growing. The retailer actively differentiates its market position by hosting free community drop-in sessions, known as Make & Mingle, and by providing physical space for local charities, such as Oscar’s Community Corner, to conduct their own crafting projects.
Westmacott emphasized that the fundraising effort is strictly for "the practical stuff that keeps the doors open," ensuring the shop remains inclusive and affordable. Management is currently awaiting the outcome of a pending charity application, which could eventually provide a more stable financial foundation for the enterprise.
However, the founders note that this regulatory approval process is expected to take several months to finalize. Consequently, the immediate crowdfunding campaign remains the primary mechanism to prevent the business from closing while sales continue to build in their new premises.
