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Supermarket Sarah

One day, a girl called Sarah decided to leave the corporate world behind her and set up shop in her own home. Sarah’s home is around the corner from Portobello Market in London, where she also has a stall. Welcome to the world of Supermarket Sarah, an apartment overflowing with treasures and delights, where visitors are welcomed with tea and cakes and people around the world can buy her wares online.


One day, a girl called Sarah decided to leave the corporate world behind her and set up shop in her own home. Sarah’s home is around the corner from Portobello Market in London, where she also has a stall. Welcome to the world of Supermarket Sarah, an apartment overflowing with treasures and delights, where visitors are welcomed with tea and cakes and people around the world can buy her wares online.

Supermarket Sarah

1. Your website, Supermarket Sarah, is basically a pop-up store, set up in your own living room. Pretty unique. Where did you get this idea?

I worked as a creative online and really wanted to touch and feel the real world again. I started doing Portobello market and loved meeting people and really interacting with the world again. I was also assisting top stylists and getting a feel for my own style. My boyfriend Henrik Delehag is an artist and also helped me find my voice. I realized the online world could work for me again but this time in a new format.

2. Once you made a decision, what were the steps, from start to finish, before you were ready to sell?

The site and the idea had been brewing for a long time in my head. I was always doing it in the evening or on the side. In August, with the help of my intern I decided it was now or never. The site finally went live and my studio became like a little Santa’s grotto, packaging brown parcels off to Australia and the US.

3. You are obviously the creative type. Do you have any other projects on the go?

I’ve been assisting some top stylists (Ilse Crawford for Studio Ilse, Nicola Yeoman, Faye Toogood and photographers Fiona Campbell) and [doing] bits of freelance work here and there, but at the minute it’s been pretty full on getting the site up and going. It’s my baby project and I hope for it to be my full time [project] at some point, but at the moment, I am juggling a few things.

4. What is an average day like in the life of Supermarket Sarah? Where do you find your wares, etc?

My auntie in Sweden is a real life ‘hoarder’ and I recently went on a trip there to get some super finds! Since I launched many great young designers are now writing to me which is brilliant. I was very excited when Fred Butler wanted to do a wall.

5. What is up next for Supermarket Sarah? Do you have plans to expand?

Henrik Delehag’s Art wall is now live! His weird and wonderful art collection is a treat! Also, I will be having a super launch exhibition on December 1st. It’s at POKE LONDON, 4th Floor, Biscuit Building, 10 Redchurch Street, London E2 7DD (http://www.pokelondon.com/). We will be turning the space into a SUPER supermarket/boudoir fun extravaganza. The walls will also be online and ready to be purchased at http://www.supermarketsarah.com/. There will be supermarket tills and aisles, mixed in with Persian rugs, horns, etc. On the launch night there will be shopping baskets and cursors at the ready for people to purchase things both in reality and online. So do come to that! You can email me for invites.

Supermarket Sarah

IMAGE CREDITS: SupermarketSarah, James Gardiner & Elkie Brown

4 Comments

  1. miriam

    October 21, 2009 at 11:37 AM

    great interview. the store look fabulous!

  2. miriam

    October 21, 2009 at 7:37 AM

    great interview. the store look fabulous!

  3. Renae

    March 11, 2010 at 2:21 PM

    LOVE it!! What a fantastic idea…from a cool woman who is obviously not afraid of color!!!

  4. Renae

    March 11, 2010 at 9:21 AM

    LOVE it!! What a fantastic idea…from a cool woman who is obviously not afraid of color!!!

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