‘This is Sheffield’: New city-wide platform to showcase and support independent businesses

A brand-new website aiming to promote Sheffield’s independent businesses has been launched today (Friday 28th February) by the team behind the popular ‘This is Kelham’ brand.

‘This is Sheffield’ is a platform and support network that showcases each of the unique Sheffield communities as well as encouraging both residents and tourists to spend money in local retailers.

Each Sheffield neighbourhood has its own individual ‘guide to the area’. The new and exciting platform hosts the original ‘This Is Kelham’ content, as well as featuring brand-new guides for Abbeydale, Castlegate, Ecclesall, and their surrounding areas. 

Residents and tourists alike can use the free website as a directory for local businesses and a go-to for news, events, exclusive offers, and community projects. 

The idea for the new venture came about when the team were contacted by businesses in other neighbourhoods wanting to replicate the app, with many also expressing concerns about their survival in the current economy.


Ben Stubbs, Co-Founder of Two Thirds Beer Co., said: “Following the success of ‘This is Kelham’, ‘This is Abbeydale’ will be a great way to showcase the fantastic offerings of Abbeydale Road and the local area, and hopefully encourage even more people to visit our amazing neighbourhood!”

This is Kelham was started as an Instagram account back in 2017 by Matt Pinder after he noticed increasing development in the area.

The account quickly got a strong following and a website was launched a few months later. Fellow residents Amelia Selby and Daniel Evison joined the team in 2019, with the brand growing from strength to strength since.

The brand now has almost 10,000 followers across its social media channels, with the website and app combined attracting over 40,000 page views a month.

Matt Pinder, Founder of ‘This Is Kelham’, said: “Local businesses are the backbone of our community. We’re really lucky in Sheffield to have so many independent shops, cafes, bars and restaurants but if we don’t start using them, we’re at a real risk of losing them.

“This Is Sheffield aims to enthuse, engage and offer support to the small, local independents in our city and, essentially, highlight the important role these retailers play in our economy.”

Joe Cribley, owner of Pina in Kelham Island, said: “‘This is Kelham’ has been a great tool for us to communicate directly to local people, not just to the wider world of social media. It allows us to communicate directly to people who actually care about what we’re doing.

“It’s also really important that we, all together, support local independent business in Sheffield. It’s what we all love most about our city and ‘This is Sheffield’ will provide a great platform to do this.”

‘This is Kelham’ is also partnered with KINCA (Kelham Island and Neepsend Community Alliance), a voluntary community group that initiates projects to benefit residents, businesses and visitors of the neighbourhood. The partnership has facilitated river clean-ups, community sports events and a monthly book-club and the team is keen to establish similar connections in other areas of Sheffield.

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