Leading retail brands launch start-up initiative offering chance to trade in House of Fraser’s flagship store

Young Gun-led ‘POP at HOF’ competition to give 10 promising retail businesses “a fighting chance”

A new initiative offering 10 retail entrepreneurs the opportunity to trade within House of Fraser’s flagship Oxford Street store in a pop-up market entitled ‘POP at HOF” has been unveiled.

Launched by not-for-profit organisation Great Retail Revival Foundation in partnership with the House of Fraser, the start-up competition is led by Dress2Kill founder James Hibbert, member of the Young Guns class of 2005, who is director of the Foundation.

Open to businesses trading for over two years, retailers will have the chance to present their products live to a panel of expert judges, including House of Fraser COO Nigel Oddy, Hibbert, and Liz Houghton of luxury clothing brand Mint Velvet, with the 10 “best” pitches awarded free space on the ground floor of House of Fraser to sell their products over a two week period.

One overall winner will then be selected from the 10 finalists to win a year’s free concession at House of Fraser, both in store and online with “prime e-commerce space” on its website, as well as a package of mentoring to “get them ‘High Street’ ready”.

Its intended that the initiative, which will run in May, will help early-stage retail brands to grow and will look to bring “new and innovative” products to market in order to support the UK’s retail sector.

Hibbert commented: “We are hugely grateful to House of Fraser for backing our first project in helping to revive retail in Britain.

“’POP at HOF’ will help put up and coming retailers on the map and give them some vital experience and mentoring to helping them become the new next generation of retailers.”

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John King, House of Fraser CEO, added:

“We […] feel proud to be in a position to give smaller retail brands the opportunity to break into an industry which we are proud to be a part of.”

Entries for ‘POP at HOF’ close on March 20, to apply click here.


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