The Oh Squirrel Shop

Written by Katie


Posted on March 04 2024

We are slightly numb to someone online announcing 'big news'. When I tempted that I had some 'big news' I could feel myself eye rolling, even though I knew the news I had was pretty exciting. It's not a new collection, it's not a new shoot, it's a lease on a physical shop for Oh Squirrel to flourish, grow and to invite you to visit too. 

This is the biggest thing I've ever done for the brand (short of leaving my previous career 11 years ago).

The story is a good one, and I'll try and edit it down. I was looking for a new studio closer to home in Walthamstow and viewed a few things but nothing was right. Then I found this shop. This very small, very intimate space in a good location which was freshly renovated and looking ready for its new owner. I called and I called and eventually I got to view it, and then after a weekend of soul searching and asking the opinion of so many friends and peers, I made an offer. The image in this post is the one I sent the estate agent along with my offer. I've no idea if it worked in my favour or not, but I wanted to show that this space was going to be something special and independent.

The thing is, owning a shop was never really on my list. It was a 'one day, perhaps' kind of thing, but I believe in fate and opportunity, and mostly of gut feeling. Yes, opening a somewhat frivolous venture in a recession may sound like a really daft thing to do, but in my bones I feel it and I know it's right.

My brief for the shop and the words that I've made so many decisions on are that I want it to feel like walking into an Oh Squirrel moodboard. I want you to walk in, and know where you are from everything around you, and leave feeling joyous and creative. As mentioned, it's blooming small, but I've cleverly designed every inch of space to be functional and beautiful.

In addition to being a shop, it will also act as a sort of showroom for the brand, as I continue to work to grow the wholesale side of the business, which feels very exciting too to have a space that is 'Oh Squirrel' in and out, with product and inspiration all around.

In terms of the product, it will be 95% Oh Squirrel, with a very small amount of other product bought in from other independent brands (I mean I needed to get you some Swan pins and some gingham washi tape right?!) but I'm going to just see how it goes and decide whether to grow that side of things or not. I love the idea of a little more stationery 'hardware', but the plan is to almost have no plan, and just listen to feedback and explore what feels right. One of the things I do have in mind is to perhaps do a monthly pop up with other designer / maker friends too, but more on that once the shop has opened.

There will also be some 'squirrelled finds' of vintage paper goods and trinkets. When I originally started the brand back in 2012, I intended on this being a big part of what I did, but was quite difficult to offer online, but with a physical space it'll make selling one off pieces (think vintage London postcards and of course, ceramic swans with pretty ribbons around their necks!) a real possibility.

And with that... let me invite you to the opening!

The grand opening weekend will be 15th/16th/17th March, with a little preview opening on Saturday 9th March (in time for Mother's Day the following day).

The Opening Hours for these days as follows:
Saturday 9th March 10 - 5
Friday 15th March 10 - 8 
Saturday 16th March 10 - 5
Sunday 17th March 11 - 5

After these dates, regular opening hours will be announced for Thursdays, Fridays and Saturdays, so if you can't make the big launch, then please don't worry, the shop is here for the long run so you can visit another time.

The address for the shop if 48 Hoe Street, Walthamstow, E17 4PG. A page with further information about visiting the shop will appear on the website this week, but if you have any questions in advance, please send an email. The shop is at street level - wheelchairs, walkers and prams are very much welcome, but as the shop is very small, available space will depend on how busy the shop is.

The nearest Tube Station is Walthamstow Central, and there are many bus routes that pass by. Paid parking is available beside the William Morris Gallery (a minute's walk away) and there is limited on street parking around in the week/Saturday, with on street parking free on Sundays.



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