Shaftesbury is delighted to announce the opening of Earthly Matters, a new zero waste refill shop located at 5 Newburgh Street in London’s Carnaby. The first of its kind in the neighbourhood, Earthly Matters opens its 844 sq ft space with an extensive range of organic, allergen-free and environmentally friendly products including fresh and dried groceries, health supplements and toiletries. Foods such as nuts, grains, and breakfast cereals are available to purchase alongside immune boosting vitamins, vegan proteins, and nutritional powders.

Shoppers are encouraged to bring empty containers to fill and refill as a means of cutting down on single use plastics. There is also an option to purchase reusable glass jars or use paper bags to fill up with supplies.


Samantha Bain-Mollison, Retail Director at Shaftesbury says: “We are delighted that Earthly Matters, a zero waste refill shop selling an extensive range of organic, environmentally friendly and allergen-free products including foods, supplements and toiletries has chosen Carnaby to open their store. The brand brings a unique product offering to the area and builds on the sustainable initiatives in Carnaby, it is a great fit for the Newburgh Quarter and the Soho community”.

Founder of Earthly Matters Audrey Kelly says: ‘We are really excited to open Earthly Matters in this exciting and vibrant location. We are a small independent business providing eco-friendly refillable products with a friendly customer environment.’

Earthly Matters will join the line up of retailers in Carnaby, many of whom are already paving the way for more sustainable shopping practices. Fashion brands Wax London and Timberland are prime examples of sustainable clothing labels in the area. Neighbouring Kingly Court is home to a water refilling station which since its launch in 2018 has already replaced over 45,000 plastic bottles, and the area has a Blue Turtle scheme to promote sustainable bars, restaurants and cafes.