Home 
Walking past the same empty storefront every day for two and a half years, Britt Murphy couldn’t shake the vision: disco balls hanging from the ceiling, plants filling every corner, and carefully curated gifts that would make anyone smile.
What started as a “retirement dream” became reality when he opened MAX + BETTY this July in London’s Shad Thames neighborhood, steps away from the iconic Tower Bridge.
“This was always my retirement dream,” explains Britt, who moved to London from the US for his partner’s job. “I always said, ‘When I retire, I’m going to open a gift shop, and it’s going to have plants.’ But I thought, what if I brought my retirement dream to life early?”
The 2,200-square-foot space had been empty since 2017, but Britt saw potential where others saw vacancy. Named after his partner’s grandmother Maxine and his own grandmother Betty, MAX + BETTY is now a vibrant gift boutique featuring 27 disco balls of various sizes across the ceiling, an extensive plant collection, and thoughtfully curated home accessories, greeting cards, and gifts for every occasion.
From corporate retail to independent boutique
With 20 years of experience in retail—including five years as director of sales for Timex Group, managing brands like Guess, Ted Baker, and Adidas—Britt brought serious industry knowledge to his independent venture. But opening a brick-and-mortar store in a foreign country while self-funding the entire operation presented unique challenges.
“I have completely self-funded opening this store through the sale of my Texas condo,” Britt says. “I had to buy fixtures, negotiate my lease with the city council, hire electricians and contractors. The cost of opening a store is so expensive.”
Despite his extensive retail background, Britt knew he couldn’t do everything alone. “With over 20 years of retail experience, I’ve developed a strong eye for selecting products that resonate with customers—everything in the shop is handpicked with care. But I also know that creating a truly special store takes collaboration. That’s why I’ve built a talented team of seven who bring exceptional merchandising skills and fresh perspectives on all future product selections.”
Faire and trade shows: The perfect partnership
When a friend recommended Faire as a discovery platform for independent retailers, Britt was immediately impressed. “I went on the site, and it was immediate. It was easy to navigate. I found unique brands and products that aligned with my vision right away.”
What made Faire particularly valuable was how it worked in tandem with traditional trade shows. Starting in December 2024, months before trade show season, Britt began building his cart on Faire.
“Months before my lease was signed, I began adding products to my Faire cart and then did competitive shopping around the area, looking at brands online,” he explains. “Ahead of the winter trade shows, I had probably 50 brands in my cart.”
This advance preparation transformed his trade show experience. “I was able to cross-reference the brands I had in Faire versus which brands were going to be at the trade shows. I knew 37 of the 50-some brands that I had in my Faire cart were going to be at these trade shows.”
On the first day of the three-day trade show, Britt had a strategic hit list. “I went in, I found a map, and I mapped out those 37 brands so I could be as productive with my time as possible. I went to those 37 brands, saw the product in person, and talked about Faire, which was really great.”
The combination proved powerful: Faire for discovery and research, trade shows for quality assessment and relationship building, then back to Faire for actual purchasing. “After the trade show, I was able to add additional products to my cart, including gaps in my assortment. You’re not going to see everything at a trade show, but it’s helpful to be able to go online, add that brand, add additional products—I found it very helpful to see my full assortment in one place.”
Making the numbers work with flexible terms
Perhaps most critically, Faire’s financial tools made Britt’s ambitious vision possible. Through the Open With Faire program, he secured a credit line that provided crucial breathing room for his self-funded venture.
“The net-60 terms gave me time to bring the product in before we opened, to get it set up and merchandised, and to sell through a bit to generate cash flow before paying Faire,” Britt explains.
The impact was significant enough to influence his vendor selection. “There’s probably about 10 to 12 brands that I’ve bought outside of Faire. Those are brands that I really wanted. I wish they were in Faire because it would’ve made my life a lot easier to not have to negotiate those terms upfront.”
He even used Faire’s terms as leverage with other vendors: “I would go to them and say, ‘Look, I’m only buying some brands that are willing to give me terms that are similar to Faire.’ ”
Competitive intelligence meets personal vision
Britt’s approach to product selection balanced data-driven research with personal aesthetic choices. He conducted extensive competitive shopping in his neighborhood, analyzing what existed and identifying gaps rather than competing directly with neighboring businesses.
“I did a lot of comp shopping before my store opened because I wanted to know what’s in the area around me. What are the great brands that I see in these stores and then what’s missing? I didn’t want to take away from any businesses in my neighborhood. I wanted to add value to what was missing.”
He also studied successful independent stores internationally. “There’s several independent stores in the States that I just love. I took inspiration from those stores on their aesthetics, brands, and collections.”
But personal touches were equally important. “To be completely honest, I’m a gay man, so I want to have things that cater to me as a gay man. I also lived in Texas for 10 years, so I have some Western influence in the shop that you’d see. There’s definitely parts of my personality woven into the store too.”
Early results: 500 orders in three weeks
The strategy is paying off. In just three weeks since opening, MAX + BETTY has processed over 500 orders with approximately 20% sell-through of initial inventory. “Things are going really well,” Britt reports, though he’s quick to add that “it’s probably what it feels like to have a baby. My brain is 100% on the store.”
The product mix reflects his strategic approach: greeting cards (over 250 varieties) are flying off the wall, candles from brands like Designworks and Paddywax are performing well, and the plant collection—sourced outside of Faire—anchors the space’s aesthetic.
Price accessibility was a key consideration. “I’ve been very aware of price point. I really want to make sure that everyone can find something to buy. I’ve got items that are three pounds, four pounds, but I’ve got items that are 200 pounds, so I’ve got quite a broad range of price points.”
Lessons for independent retailers
Britt’s experience offers several insights for aspiring boutique owners:
Start researching early: Begin building your product knowledge and vendor relationships months before you need to make purchases. Faire’s cart system allows you to organize and compare options over time.
Use trade shows strategically: Rather than viewing online platforms and trade shows as competing approaches, use them complementarily. Research online, verify quality in person, then leverage the best purchasing terms available.
Consider financial flexibility: Flexible payment terms can be the difference between an adequately stocked store and a fully realized vision, especially for self-funded ventures.
Know your limitations: Even with extensive industry experience, successful retailers recognize when to rely on their team’s expertise and external tools rather than trying to handle everything personally.
Balance data with intuition: Competitive research and market analysis matter, but so do personal vision and authentic curation that reflects your unique perspective.
Looking forward
As MAX + BETTY enters its second month, Britt continues leveraging Faire for reorders and new product discovery, with roughly 90% of his 100-plus brand assortment sourced through the platform. The combination of strategic planning, flexible financing, and authentic curation has created exactly what he envisioned: a joyful space where locals and tourists alike can find something special.
“I want it to be a go-to place for anybody who needs a gift,” Britt says. “If you need to buy a baby gift, an anniversary gift, a birthday gift, a gift for yourself, this is where you go.”
With disco balls sparkling overhead and plants bringing life to every corner, MAX + BETTY proves that retirement dreams don’t have to wait—especially when you have the right tools and team to bring them to life.
