On the 28th October, Kathryn Lowe opened the doors to The Collective – a curated collection of beautiful independent brands all under one roof. Reigate High Street in Surrey is well known for celebrating the independent, with many thriving amongst the larger chain operations. Yet smaller independent brands can often struggle to get their foot in the door due to rising lease costs and long contract terms. With a background in Retail, Kathryn saw an opportunity when she spotted an empty unit in a prime location and contacted the Landowner. There was a short break in the existing lease agreement, leaving the venue vacant in the weeks leading up to Christmas. Following negotiations, Kathryn agreed to rent the space until 23rd December and set about on her mission to celebrate and support a curation of local small businesses by showcasing their individual brands in one location, creating a truly unique Christmas shopping experience for her customers.
We recently met with Kathryn to discuss her vision in more detail and talk about what shoppers can expect from a visit to The Collective.
Tell me about your background and how you came to retail.
I used to work in retail, so after taking a career break I opened my own online shop called Easton Grey, selling accessories. I always wanted to open a store and here we are.
How did the idea for The Collective come about?
It is such a shame that there are so many empty units on high streets, but many brands like mine can’t afford the rent or set up costs, so The Collective is a collection of independent brands curating a different shopping experience.
And talking of set-up costs, how did you approach this?
Considering that we were not going to be in the unit for a long period, I had an idea in mind for keeping the fit-out costs as low as possible. I collaborated with The Old Bakery Antiques, another fantastic local independent, for display furniture that would also be offered on sale to our customers, including the beautiful ladder featured in our window display. I also had some items I had collected during my time exhibiting at Fayres with Easton Grey.
Our branding and window illustration have been designed by the wonderfully talented Debbie from Brand and Feel. Debbie also sells a selection of her lovely products in store. So it has been a real ’collective’ effort to get us up and running.
Why Reigate?
It’s home and my landlady very kindly gave us the opportunity. Our products are also perfect for the local market as each brand is local to Reigate.
What can shoppers expect from a visit to The Collective?
A friendly welcome with quality, sustainable products and the chance to support small local brands and lots of gift ideas for under £50. We are also running “The Wish List” where people can browse and select what they would like for Christmas, which becomes lists hanging from the ceiling, waiting for their friends and family to come in and buy.
Which independent businesses are you working with currently?
We are working with a wide variety of exciting independent brands, all bringing something different to The Collective and offering our customers a truly unique shopping experience. These include:
Web links to businesses can be found by clicking on pink titles
This is the reason we’re here! Easton Grey began through my love of finding those special gifts - either for yourself or loved ones. I champion small designers and fellow small businesses through collating a unique range of gifts from totes to scarves and candle holders. I actively look to source sustainable products where possible.
The Old and New Company – Homeware and Antiques
The Old and New Company is a curated collection of timeless homeware and antiques, sourcing unique interiors from all over the world, treasuring the time-worn and championing talented craftspeople. Their carefully curated homeware collection exudes understated luxury with classic pieces at the heart. Jennifer, the Founder combined her love of interiors with her marketing background and began buying and selling French and Swedish antiques before sourcing artisan homeware from countries including India, Morocco and Turkey. Based in Surrey, The Old and New Company are family run and keen to grow organically. They know all too well how hectic life can be and how important home is to us all. The family team hope to make it easier to access the unique items that you can't find through endless online searches or high street shops. Come and see their ever changing collection of unique finds to build texture and layers in your home through block printed textiles, rustic woods, burnished brasses and lovingly handcrafted interiors.
Sophie, the Founder of Willowbrook has curated a stunning collection of ladies clothing which is relaxed, stylish and comfortable. Many of the pieces can be dressed up for a night out or can simply be styled with a cosy knit and your favourite pair of trainers for the day.
This winter Sophie has sourced the sought-after cosy knits in eye-catching, brights as well as the ever-popular neutrals. There are plenty of sequins on display for the Christmas party season and, if sequins are not for you, then their long, shimmery skirts, tulle skirts and silky skirts are a great option! Willowbrook are also renowned for their gorgeous fedora hats.
Belle Lampshades – Handmade lampshades
Belle Lampshades was born of a love of textured, pleated lampshades and of homeware that is individual and characterful. Every shade is hand-sewn and lined, using beautiful cottons and linens, each one taking hours of work. Everything made can be tailored to the right size, from tiny wall light shades to large drums. Commissions are possible too, handsewn using fabric of your own choice.
Rosie Dalia – Boutique homeware & children’s clothing
Nikki founded Rosie Dalia in 2021 to bring boutique homeware and kid's clothing brands to the UK from India. Their curation of homeware and children’s clothing showcases a colourful, elegant and modern interpretation of floral and traditional pattern, on beautiful natural fabrics. They love craft and the skills of making but most importantly hope their unique finds and creations will bring a real joy to your home, your family and your friends.
Brand and Feel - Illustrations and graphic design
Debbie is on a mission to celebrate and cherish every nook and cranny of Surrey through her custom illustrations and Surrey prints. She features Reigate and local villages galore. Another string to her bow is her amazing ' Pet commissions' which are proving very popular!
Debbie's illustrative style is playful and whimsical yet muted: she adores natural colour palettes and what she calls 'soft joyful tones'. This winter, she has added several elements of playful yet purposeful stationery - notepads, stocking filler stech booked and enamel mugs for allotment owners.
She also created our brand and designed our window illustration. A very talented lady!
Emily is the founder of Paper and Sprig, a floral designer, stylist and artist based in Reigate, Surrey. Her inspiration comes from British landscapes and gardens, creating natural, free and whimsical designs. If you are after something floral and festive, Emily can create almost anything so please do pop in and say Hello!
SW Wardrobe – Ladies Clothing Boutique
Founded by Alex, SW Wardrobe is a local home boutique specialising in unique yet affordable women's clothing and accessories. Think cosy knits, sparkly party wear and glam accessories and that's SW Wardrobe. SW Wardrobe is available at the home boutique, local pop ups, fayres and events.
Do you hope to expand on the number of businesses forming part of The Collective?
Yes, brands have rotated in on a monthly basis, bringing new products and ranges so there is always a reason to come in and see what’s new, both in person and via Instagram.
There are a number of quality retailers on Reigate High Street, offering visitors a wide choice at Christmas from both independent and well-known brands. How are you attracting custom amongst this competitive backdrop?
What makes us different is that we are a collective of independent brands, not a large chain, bringing unique, quality products and an ever-changing offering as new brands are featured each month.
What is your vision for The Collective moving beyond the 23rd December?
Most importantly, we are open 7 days a week between 9am-5pm until the 23rd. We are also open for the Late Night Shopping event in Reigate on Thursday 7th December between 5-8pm with bubbles and mince pies. So come in and stock up on some great Christmas gifts or simply to treat yourself!
We have received such great feedback from our customers who are keen to see us remain on the High Street. We’ve seen that the short lease opportunity has been really successful for all the small businesses that have been a part of The Collective over the past few months. With low set-up costs, great brands on-board and a business that is slowly gaining recognition amongst the local audience, I will be keeping my eye out for other short-term rental opportunities!
After the 23rd, we will remain online via Instagram and post updates via the ‘We Love Reigate’ Facebook group. Longer term plans will be to build a website to showcase these brands digitally ‘all under one roof’.
Ultimately, we want to be the place that supports amazing small brands, giving them a platform to be discovered, be that in person or online. For our customers, we want to offer them a treasure trove of ever-evolving unique products.
Right now, we are busy serving our lovely customers as Christmas shopping gets into full swing in Reigate and we are so thankful to everyone that has come in to see us. After the 23rd, I will take some time to relax and reflect, and then the planning begins in earnest for 2024 so watch this space!
Many thanks for taking the time to talk to us Kathryn. We wish you every success over the coming weeks leading to Christmas and we look forward to seeing what’s ahead for The Collective in 2024!
You can find The Collective on Reigate 57 High Street, open 9am-5pm 7 days a week until 23rd December (Opposite Starbucks)
The Collective will be open for Reigate’s Late Night Shopping Event on Thursday, 7th December between 5-8pm.
Follow The Collective on Instagram.