In a quiet industrial unit on the outskirts of Wadebridge, Cornwall, a unique business is thriving , one built around the idea of readiness for the unexpected. Preppers Shop UK has grown from humble beginnings into Europe’s most well-known destination for survival equipment, emergency food supplies, and outdoor gear.
Launched in 2014 and now headquartered in Cornwall, Preppers Shop caters to everyone from campers and bushcrafters to individuals looking to be more self-sufficient in uncertain times. From water filters and rations to hazmat suits and crossbows, the range of products on offer reflects a rising interest in preparedness across the UK and beyond.
Why Are People Prepping?
The reasons behind prepping are as diverse as the customers themselves. For some, it’s about being ready for power outages or extreme weather. For others, it’s concern over geopolitical instability or future pandemics. Whatever the motivation, demand is rising , especially since the Covid-19 crisis exposed just how fragile modern systems can be.
“What we’ve really seen is a shift in mindset,” says founder Lincoln Miles. “Before the pandemic, people were prepping for things like winter snowstorms. Now, they’re thinking much bigger , power grid failures, supply chain issues, even full-scale emergencies.”
A Growing Community
Prepping has become more mainstream in the UK, with Facebook groups and forums drawing tens of thousands of members. Preppers Shop alone has over 85,000 subscribers on its mailing list, the vast majority of them UK-based. It’s clear the appetite for preparedness isn’t just a passing trend.
What began as a niche online store has grown into a full-scale operation, employing over a dozen staff and fulfilling orders to more than 87 countries around the world. Most customers shop online, but the Wadebridge premises also hosts a small retail area packed with gear , from camouflage clothing and bushcraft knives to long-life meals and compact survival kits.
Popular Products: Practicality Meets Peace of Mind
Among the best-sellers are metal “ammo” boxes , repurposed by customers as robust food storage containers , and a wide variety of long shelf-life meals. With options such as pasta arrabbiata and custard apple crunch pudding lasting up to 25 years, they’re built to last in any emergency kit.
There’s also strong interest in crossbows and archery equipment, which are especially popular with European customers for hunting and sport. While strict UK laws limit certain uses, many British hobbyists enjoy the gear recreationally through clubs and outdoor training.
Changing Perceptions
Once mocked or misunderstood, the prepper lifestyle has become more accepted , even normal. “People used to laugh about it,” says Miles. “Now we get calls every day from people who have never camped in their lives, asking for help getting started.”
The advice? Start simple. Focus on clean water and emergency food , the fundamentals of any survival kit. As Miles puts it, “What we’re really offering is peace of mind.”
The Rise of Preparedness
While some might question the practicality of prepping for worst-case scenarios, the desire for self-reliance and security continues to grow. In a world where uncertainty seems to be the new normal, people are realising that being ready isn’t extreme , it’s just smart.
Want to learn more? Read the original feature in The Observer.