The future of retail? More chairs, more kindness, more connection
A Conversation with … Liz Warner
The heart of Different Kind
At the heart of every successful business is its people. Not just in boardrooms and strategy meetings, but in the everyday decisions, the conversations, the quiet acts of care and commitment. And few embody this more than Liz Warner, the founder and CEO of Different Kind, a retail business with a mission far greater than profit. We sat down with Liz to talk about why she started Different Kind, the journey she’s been on, and what truly matters when it comes to business, retail and people.
A different beginning
Liz is no stranger to making an impact. With a career that has spanned television, journalism and leading the transformation of Comic Relief as CEO, she has always sought to create meaningful change. During her tenure at Comic Relief, she overhauled governance, renewed its strategy, and steered a team of 250, raising over £100m a year. But in October 2021, she took a different route – one fuelled by a belief in the power of ethical business.
“The idea for Different Kind came to me over croissants,” Liz says with a smile. “I was moving away from running a charity, and I realised how much I preferred social enterprise. It was business, but business that does good.”
And that was the spark. Different Kind was created as a retail business with ethics at its core. Not just in its messaging, but in the very fabric of how it operates; sourcing from small, ethical producers, ensuring fair pay and creating a shopping experience that is relational, not just transactional.
We tell stories… The humanity in Retail
Never Miss a Retail Update!Retail, as Liz sees it, has a purpose beyond profit.
“We’re not just here to sell things; we’re here to connect,” she explains.
And that connection is evident in how Different Kind approaches business. From showcasing producers who make a tangible difference like chocolate free from slavery, coffee roasted by women seeking financial independence, or beauty products crafted by survivors of trafficking, to how the shop itself operates.
“We tell stories. That’s why our shop window is a storyboard, changing every fortnight to highlight the people behind our products,” Liz says. “It’s more than just selling. It’s about making people pause, think, and choose better.”
And that ethos extends to the very environment of the store.
“We have chairs in the shop. It sounds simple, but it’s radical in modern retail. A place where people can just sit, talk, and connect. Someone came in the other day and said, ‘You’re the first person to say good morning to me today.’ That’s why we’re here.”
The unexpected realities of retail
Despite her years of experience in media and charity leadership, retail brought surprises.
“Commerce is a dark art,” Liz laughs. “You think you understand it, but then you realise you’re constantly at the mercy of algorithms and ever-changing trends. We found ourselves producing more content than a TV show just to stay visible online!”
Yet, the most profound revelation came from the physical shop.
“The store has given us something we didn’t expect – real, emotional intelligence. The conversations, the relationships, the ability to truly understand our customers. We thought we were just opening a shop; instead, we built a community.”
This real-world engagement has even shifted Different Kind’s approach to e-commerce.
“It’s made us rethink everything,” she admits. “There’s a balance to strike. Online is essential, but it can never replace human interaction.”
Living in the moment
Liz’s approach to retail is deeply tied to her personal philosophy – one of living fully and with purpose.
“On my birthday last year, I swam in the freezing British sea, drank champagne on the beach, and ate fresh seafood, all in one day,” she recalls. “It was exhilarating, a reminder not to wait to do the things that bring joy.”
“That experience – jumping into the cold sea, embracing the moment – stayed with me. In business, I think we’re often taught to wait, to scale, to perfect things before taking action. But Different Kind isn’t about waiting for the ‘right time.’ It’s about doing what feels right, now, with the right people.”
That same energy of intention and presence runs through Different Kind.
“Retail can be soulless. Purely transactional. But, if you bring in connection, meaning, and purpose, it becomes something entirely different. That’s what we’re trying to do.”
Scaling with purpose
Many brands focus on rapid expansion, so is Different Kind under pressure to grow fast, or is Liz deliberately choosing a different path?
“Everyone always talks about scaling up, but for us, growth has to feel right,” she explains. “We started with an online shop, then moved into corporate gifting, then pop-ups. Each stage was intentional. When we finally opened a bricks-and-mortar store, it wasn’t because we had to – it was because the opportunity was right.”
The new store is a big step, but it doesn’t mean Different Kind will be rushing into franchises.
“Retail shouldn’t just be about getting bigger; it should be about getting better. We want to build something sustainable, something that truly reflects our mission.”
People over profit, but profit still matters
Liz is clear that Different Kind isn’t anti-business.
“We need to be commercially viable. Profitability matters,” she acknowledges. “But we work for mutual viability. We don’t have ‘one fat cat’ at the top; we have 135 chubby kittens – our producers. And we want them all to thrive.”
This belief in partnership over power is central to how Different Kind operates.
“We work with our producers, not against them,” Liz says. “Retail often squeezes suppliers to the edge. We want to do the opposite. We want to lift them up.”
The plea: A kinder Retail
When asked what advice she’d give to retailers, Liz pauses.
“I wouldn’t be arrogant enough to give advice—I’m still learning,” she says. “But I do have a plea. More chairs, please.”
For Liz, retail should be about more than just transactions, it should be about hospitality, kindness, and human connection. Shopping should feel welcoming, not transactional, and yet many modern retail spaces have lost that essential warmth.
“A shop should be a place where people feel comfortable, where they want to spend time, not just somewhere to grab and go. That’s why we have chairs in our store, why we encourage conversations. Small things like that make a big difference.”
Liz has observed how retail spaces can sometimes be inhospitable, lacking simple hospitality, like a place to sit. This reinforced her belief that businesses need to be more inclusive and focus not just on efficiency but on creating a welcoming space for all.
“Retail should be about human connection. It’s about recognising the long game over short-term quarterly profits. The businesses that have real values, not just words on a leaflet, are the ones that last.”
Liz’s passion for changing retail for the better is clear. Different Kind isn’t just a store; it’s a movement, a rebellion against the soulless side of commerce and a celebration of what business can and should be: fair, kind, and deeply human. With Liz Warner at the helm, Different Kind is demonstrating that retail’s future can prioritise both ethics and experience, proving that a business built on purpose can still thrive.
Visit Different Kind
For those who want to support retail with a purpose, Different Kind offers a carefully curated selection of ethically sourced products, available online at thedifferentkind.com. Their commitment to ‘Doing Retail Differently’—ensuring that shopping is fair, kind, and impactful—can be explored here. For a fully immersive experience, visit their new store in Cirencester, where customers can connect with the stories behind the products, experience hospitality-driven retail, and shop in a way that makes a difference!
