Tell us a bit about your business Melrose and Morgan
Melrose and Morgan is a premium grocer and kitchen with two shops; the first opened in Primrose Hill in 2004, and, the second in Hampstead in 2010. Both shops have café areas so customers can sit and enjoy breakfast, lunch or afternoon tea before shopping the take home food for their supper. Customers can also order a range of Melrose and Morgan goods to be shipped UK wide from our online shop www.melroseandmorgan.com, including; seasonal baked goods, preserves, store cupboard essentials, gifts and hampers and a carefully chosen selection of cookware and kitchen accessories. From the very beginning we sought out unusual artisans and little known, enthusiastic craft producers and gave them a platform in our shops, many of them from the surrounding London streets. Whilst constantly seeking out new and exciting products, we have at the same time retained our own artisan principles, hand making 50% of the food we sell in small batchesat our Chalk Farm kitchens. Our team of chefs create dishes fresh everyday. Nothing is ‘manufactured’. Homemade to us literally means ‘as you would make it at home’. Preparing food this way means taking care, taking time and not skimping on ingredients.
What do you love most about Hampstead? What makes it different to other areas of London?
Hampstead is one of London’s true villages with a good breadth of outlets to browse in. It has a vibrant independent shop scene with a real appetite from residents to uphold and support that sense of uniqueness as they understand the value it brings to the whole area. It also benefits from a great sense of kinship and a healthy support network of businesses who really pull together too. It’s not bad for people watching either!
What were your motivations for starting the business?
We set out to create a modern day grocery shop. We’d become obsessed with Borough Market when it first started and shopped there avidly every Friday and Saturday. But come Monday we were back to the supermarket again and really felt there was a need to pull all these artisan products together under one roof 7 days a week. We then added a kitchen so we could hand make the kind of food we really like to eat fresh for customers each day. For the past 11 years we have honed our offer to created an edited range that we really believe in spread across two elements: Melrose and Morgan recipes, some of which were handed down through generations of family, others developed ourselves, and we also scoured the land to find the most unique artisan producers to supply us ingredients for our kitchens as well and products for our shops.
What are your biggest challenges as an independent?
As a food retailer it’s competing with the supermarkets who are constantly innovating and cleverly keeping ahead of the game. However, things have changed in the last few years, and we are very proud to be a part of the burgeoning London food revolution creating an independent scene that can truly now say it’s world class.
Besides yourselves, what’s your favourite independent Hampstead business?
Maud and Mabel – for an ever changing selection of interesting ceramics and cool independent designer items. Plus we love Judy Green’s Garden Store on Flask Walk – for beautiful succulents and inspiring displays.
What could local people be doing more of to help Hampstead traders?
Shopping the high street as much as possible – using the specialist shops for the things they each do best and bringing their friends to open the secret of this enjoyable village to others.
020 7485 1600
Oriel Hall, Oriel Place,
London NW3 1QN
020 7794 6727
PRIMROSE HILL SHOP
42 Gloucester Avenue
London NW1 8JD
020 7722 0011