What SoleShare does

SoleShare is a London-based direct-to-consumer sustainable seafood retailer that sells fresh, smoked, and chef-prepared British fish and shellfish exclusively at a single weekly Saturday market stall (10am–2:30pm) at the Stoke Newington Farmers Market, operated by Growing Communities at St Paul's Church, N16 7UY. The company sources from a named network of small-scale British fishermen using boats under 10 metres and ethical methods (static nets, pots, rod and line), with fish typically reaching customers within 2–3 days of catch. Founded in 2013 by aquatic ecologist Theresa Douthwright and marine biologist Jack Clarke as a membership/fish-box scheme, SoleShare discontinued its subscription model and now operates solely through the physical stall under Director & Owner Delphine, who took ownership in December 2022.

The product offering spans fresh whole and filleted fish, smoked fish, shellfish (oysters, clams, mussels), and a rotating chef-prepared ready-to-cook range including fish in papillotte with weekly global marinades, fish sausages, fish burgers, and freshly shucked oysters. Pricing is not publicly disclosed and the company does not currently offer e-commerce, delivery, or subscription services — all transactions are in-person point-of-sale. Marketing is executed via an active Instagram account, an email newsletter, and a substantial on-site fish species and recipe content library (35+ species).

Commercially, SoleShare is a micro-retailer with a documented team of two (Delphine plus a part-time assistant), no external funding, no parent company or subsidiaries, and revenue that is not publicly disclosed. It relies on a single channel partner (Growing Communities) for physical retail access and on a handful of named fisherman suppliers for inventory. Technology footprint is limited to a Squarespace-hosted website with Shopify-integrated payment processing for newsletter/cart transactions; there is no app, API, or proprietary software stack.

Name

SoleShare

Legal name

Soleshare Ltd.

Website

https://soleshare.net

Company type

Private

Founded year

2013

Operating status

Operating

Short description

SoleShare is a London micro-retailer selling sustainably sourced fresh, smoked, and chef-prepared British seafood directly to consumers at a single weekly Saturday market stall at Stoke Newington Farmers Market.

Ownership category

akta.pro rank

Product category

Sustainable Seafood Retail

NAICS

Fish and Seafood Retailers (445250)

akta.pro primary industry

Seafood Markets & Fishmongers (CRAHAHAC)

akta.pro secondary industries

Smoked, Cured & Salted Seafood (Lox, Kippers, Bacalao) (AFANADAF), Shellfish Value-Added Products (Shucked Oysters, Mussels, Clams; Cooked/Marinated) (AFANALAK)

Keywords

• Sustainable seafood retail
• Fresh fish sales
• British fish sourcing
• Chef-prepared seafood
• Farmers market fishmonger

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales

Revenue model

1. Direct retail at market stall: SoleShare sells fresh, smoked, and chef-prepared seafood products directly to consumers at its weekly Saturday market stall. All revenue is generated through in-person point-of-sale transactions. No subscription or delivery model is currently offered.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

SoleShare sources sustainably caught British fish and shellfish directly from small-scale fishers using boats under 10 metres and ethical methods (static nets, pots, rod and line), and sells them at a weekly Saturday market stall at Stoke Newington Farmers Market in North London. Offerings include fresh whole and filleted fish, shellfish (oysters, clams, mussels), smoked fish, freshly shucked oysters, and chef-prepared ready-to-cook products such as fish in papillote, fish sausages, and fish burgers.

Product overview

SoleShare operates a single unified offering centred on sustainable British seafood retail, combining direct-from-fisher sourcing with an in-house chef preparation service. The core product is fresh and smoked fish and shellfish sourced from a network of small-scale British fishers using boats under 10 metres and ethical methods (static nets, pots, rod and line). These are sold primarily through a weekly Saturday market stall at Stoke Newington Farmers Market, supplemented by chef-prepared ready-to-cook products (fish in papillote, fish sausages, fish burgers) and freshly shucked oysters with garnishes. An online fish species database with recipes and preparation guides supports customer education. The company also sourced fillets from Sole of Discretion, a Plymouth-based collective of small-scale fishers.

Differentiator

Problem solved

Functional benefit

Products and services

• Fresh Fish & Shellfish
• Chef-Prepared Fish (Fish in Papillote)
• Smoked Fish
• Fish Sausages & Fish Burgers
• Freshly Shucked Oysters

Quantifiable outcome

• Fish delivered within 2–3 days of catch vs. supermarket fish which is typically ~2 weeks old.
• +1 more outcomes

Named customers4 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

Five partnerships are on record, tiered core.

• Sole of DiscretioncoreStrategic or Co-development PartnerSole of Discretion is a collective of small-scale fishers operating out of Plymouth Harbour. They are committed to procuring fish and shellfish caught with minimal damage to the marine environment, supporting small-scale fishers and their communities. SoleShare sources most of its fillets from Sole of Discretion, with fish filleted just out of the boat and packed to maintain freshness. Both companies share a strong sustainability ethos and SoleShare endorses Sole of Discretion's Manifesto.
• Bill PinneycoreOthersBill Pinney operates a fishing business from Orford, Suffolk with his son George on their boat 'Southern Cross'. He tends oysters on the river and fishes at sea. SoleShare sources smoked fish and oysters from Bill, continuing a family business dating back to just after WWII. Bill was awarded the EAT Suffolk Food and Drink Hero award. This is a supply relationship with a named artisan producer.
• Paul StanleycoreOthersPaul Stanley is a fisherman (skipper) operating boat RX11 from Hastings, Rock a Nore, East Sussex. He has been with SoleShare since 2020, using only static gear, hand lines and catches a variety of fish from boats under 10 metres. He learned to fish from his father Mick Stanley. He supplies SoleShare directly.
• Lucy PhillipscoreOthersLucy Phillips is crew on fishing boat RX11 (skippered by Paul Stanley) from Hastings. She passed The New Entrance Course for Fishers and works alongside Paul as part of the SoleShare supplier network.
• Growing CommunitiescoreChannel Partner/ Reseller/ DistributorGrowing Communities runs the Stoke Newington Farmers Market where SoleShare has its weekly Saturday stall (10am–2.30pm). This is SoleShare's primary and only distribution channel. SoleShare is listed as a vendor at the Growing Communities farmers market, which provides the physical market infrastructure and customer foot traffic.

Scale indicators3 records

Recent moves1 record

Expansion highlights4 records

Broad incumbents

• Brakes Group: Large UK food service wholesaler distributing a wide range of fish and seafood to restaurants and caterers. Adjacent in seafood category but operates B2B at scale rather than SoleShare's DTC market-stall model.
• Wright Brothers: Established London-based oyster and seafood specialist with restaurants, a Borough Market stall, and retail. Overlaps in oyster bar and fresh seafood retail but operates at much larger scale and broader portfolio than SoleShare.
• Petersham Nurseries: London lifestyle/food destination with a deli and fish counter retailing sustainable produce. Overlaps with SoleShare in serving affluent London shoppers seeking sustainable British food, but at significantly higher price points and wider category.

Emerging players

• Hook & Son: UK sustainable sea bass and bream farmer selling direct to consumers online and at farmers markets. Comparable ethical, direct-to-consumer, small-scale farming ethos and presence at UK farmers markets.

Direct peers

• Moxon's Fishmongers: London fishmonger retailing fresh British fish and shellfish from a physical storefront with online ordering. Comparable fresh British fish offering and target customer, but with permanent shopfront retail rather than single-stall model.
• The Cornish Fishmonger: UK online retailer specialising in day-boat Cornish fish and shellfish sourced from small inshore boats. Comparable direct-from-small-boat, sustainable British seafood positioning with national reach.
• Sole of Discretion: Plymouth-based collective of small-scale fishers selling sustainably caught seafood direct to UK consumers. It is simultaneously SoleShare's main fillet supplier and a direct competitor with an overlapping mission and customer base.
• The Fish Society: Long-established UK mail-order sustainable seafood retailer offering a wide range of British and wild-caught fish. Comparable product breadth and direct-to-consumer sustainable seafood model, with a stronger national logistics footprint.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/soleshare
• Xx.com/SoleShare
• Facebookfacebook.com/soleshare

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SoleShare