Heather and Paul's success story

A gap in the market

In 2019, when the world shut down due to the COVID pandemic, Heather and Paul took their chance to escape to the country, buying a house with a log burner. Initially, they struggled to find high-quality wood fuel in a ready-to-use size that was delivered quickly enough for cold snaps, and every pack of logs delivered was swaddled in far more plastic than was necessary.

"As millennials who were used to buying anything we wanted online, we couldn’t believe that nobody could offer us fast, free, high quality log delivery without plastic.

We started researching the industry and were gobsmacked to discover that more than 50% of the firewood and 95% of charcoal sold in the UK is imported, driven thousands of miles from Eastern Europe or brought on a ship from South America, when we have a thriving forestry industry right here. Madness!" 

First steps

The Love Logs journey began in a warehouse - always either boiling hot or freezing - where the pair personally packed all their orders for shipping.

Finally, when they'd proven their business model, they made the leap to a drop shipping model, in which suppliers ship their orders directly to customers, and were able to take a much-needed holiday (two whole weeks off after years packing logs!). The operation had transformed from daily grind to sustainable online business.

Coming to Shrewsbury

Originally hailing from towns near Birmingham, Heather and Paul first crossed paths in the city before trading busy streets in for the countryside north of Worcestershire.

When growing mortgage costs nudged them to downsize, they embarked on a grand tour of Shropshire and Worcestershire’s cosiest corners in search of a new home. And Shrewsbury, a town they knew little about, was ready to welcome them with open arms.

They quickly fell head over heels. "Shrewsbury offers the perfect mix - city vibes, but with that countryside calm," says Heather. "Everything’s walkable, there are brilliant restaurants and cafés, there are great bars, and still you have incredible rural landscapes a five-minute drive away."

Celebrating Milestones

Five years on, Love Logs has gone from strength to strength - a rare feat for a new venture. Swapping warehouse work for the drop ship model gave the pair the space to think more creatively about the business, over long brainstorming sessions in local cafes that led to partnerships with food festivals to promote their logs.

One of their proudest moments? Getting a knock on the door from The Blue Diamond Garden Centre group (who own Percy Throwers), who’d spotted Love Logs on social media and wanted to talk about offering their products in store. Fast-forward and you’ll find their products in 30 garden centres across the UK

Rebranding is also on the cards, with local agency Source helping to give Love Logs a fresh look. Despite shortlisting agencies across the UK, Heather and Paul found the best talent right here in Shrewsbury, and working with locals means they can nip in to see product prototypes in person.

A Day in the Life

So, five years on and firmly established as a Shrewsbury business and key figure in the log delivery business, what does a day in the life look like for Heather and Paul?

Their workdays are anything but dull: some days are a whirlwind of orders; others are more laid-back and offer the perfect opportunity for riverside dog walks around the town.

The main perk of self-employment? Flexibility to enjoy Shrewsbury’s best bits, from meeting up with potential partners to sampling the amazing food and drink on offer locally.