Shortlist announced for House of Fraser pop-up shop competition

POP at HOF competition will see shortlisted businesses compete for temporary space in flagship Oxford Street store

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Not-for-profit retail organisation the Great Retail Revival Foundation today announced the 20-business shortlist for the final stage of the “Pop at HOF” competition, set to reward 10 retail start-ups with a pop-up shop at House of Fraser’s flagship Oxford Street store.

Announced last month, the POP at HOF initiative is intended to provide exposure to ten promising start-up businesses in the UK by giving them the chance to showcase their products in one of the UK’s busiest shops.

The competition, which is led by foundation director and Class of 2005 Young Gun James Hibbert, will see the shortlisted business compete for 10 places in a pop-up market at House of Fraser’s Oxford Street store, set to run from 8-26 May 2014.

At the end of the pop-up market on May 27, one overall winner will be chosen to retail at House of Fraser for a year online and will be ‘considered’ for an in-store concession.

The 20 businesses will compete for the final 10 places in a pitch held this Friday in front of a judging panel set to include James Hibbert, Mint Velvet founder Liz Houghton and Anna Murphy, editor of the Daily Telegraph’s Stella supplement.

The shortlisted retail brands are:

1.            Rockabye-Baby

2.            CLEO B

3.            Skribbies

4.            Artist of Makeup – Zukreat Cosmetics

5.            BeachHeart Swimwear

6.            SYNDICUT

7.            Lexie Sport

8.            Cocorose London

9.            dD by Daniella Georgiou

10.          SWIG Hip Flasks

11.          Alison at Home

12.          Gretchen

13.          Joulberry

14.          Love your Look

15.          Merci Maman Pers

16.          Mona Mara

17.          Kuku Big Bag

18.          SquidLondon

19.          Kate Moby

20.          REBECCA TORRES

The Great Retail Revival Foundation said it received nearly 200 entries for the competition, with high quality evident throughout. Keata Murray, co-founder of the foundation, said: “The ambition and determination was evident in every single submission.”

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