Our Story
Life of Fish was born in 2020 from a simple idea: make great fish more accessible.
Founded by David, a fishmonger with over 20 years of experience, and Ruth, a graphic and web designer, we combine expert fishmongery with a fresh, modern approach. From carefully sourced fish and seafood to pantry favourites and deli discoveries, everything we offer is chosen to inspire confidence in the kitchen. Today, you'll find us in Clapham, Peckham and Selfridges, helping more people enjoy great fish, more often.
2020
The start
Life Of Fish by accident, at the start of the pandemic in February 2020. Founder David Palmer, has worked with fish for over 15 years and had managed the fish concession in the prestigious Selfridges food hall. The pandemic forced Selfridges to close it's doors, so with his extensive list of contacts David created a pop-up fish stall outside neighbourhood coffee shop, Cut The Mustard in Furzedown. Little did we know, this rainy day in February would lead to us to where we are today.
2020
our first shop
After months of doing home deliveries, we finally signed for our first shop 4 doors down from where we did our pop up, on Moyser Road. We opened in August 2020, just a few months after the pandemic started. Despite it being a very uncertain time, we were proud to serve the people who supported us from the beggining. We gave our customers the opportunity to enjoy incredible produce and find joy in small things during the pandemic. We have now closed this location.
2021
clapham
After an incredibly busy first year, we were able to open our second shop on the bustling Abbeville Road, set behind Clapham Common in September 2021. Our shop in Clapham is much bigger than our first shop, and here we make our own fish cakes, fish pies and ready-to-cook options.
2024
Selfridges
They call it a 'full circle' moment, don't they? So here we are, back where Dave started in Selfridges - but this time, we own the concession! Find us in Selfridges, Oxford Street, London.
2025
peckham
We weren't planning on opening another shop... But a space became available on our dream street, Bellenden Road in Peckham. After hosting a pop-up at General Store a few years ago it was clear to see there was a demand for fresh fish in Peckham. Our space was formally a famous laundrette, which we are proud to now call home. This is our biggest shop space yet.
2026
Looking Forward
Thanks for reading our story, we can't believe what a rollercoaster the last few years have been! You'll find us in and out of both of the shops most days, so come and say hello. David deals with everything to do with fish, whereas Ruth hand picks all of the products on the pantry shelves, and also owns a creative services business.
