Twenty brands have been shortlisted to feature in House of Fraser’s PopAtHOF in its flagship store on Oxford Street, as part of a competition run in partnership with the Great Retail Revival Foundation.
The competition, which attracted nearly 200 entrepreneurial retail brand entries, asked for participants to submit a two to three minute pitch video introducing themselves and their retail proposition to the department store and the foundation. The entries were then shortlisted down to twenty by a judging panel.
Shortlisted named include women’s accessories label dD by Daniella Georgiou, footwear brands CleoB and Cocorose London, contemporary handbag brand Kuku Big Bag, womenswear label Rebecca Torres and fashion-forward British sportswear brand Lexie Sport.
The other shortlisted brands are: Alison at Home, Artist of Makeup, Beach Heart, Joulberry, Kate Moby, Love Ur Look, Merci Maman, Mona Mara, Gretchen, Rockabye- baby, Skribbies, Squid, Swig Flasks, and Syndicut.
Nine winners will be chosen directly by the judging panel for a spot in the pop-up and to sell online at House of Fraser, with the tenth spot being given to the winner from a shortlist of three which will be judged by the public via The Great Retail Revival’s website. At the end of the pop-up on May 27, one brand will be chosen to retail at HoF for a year online and will be considered for an in-store concession.