House of Fraser offers retail opportunity to small brands

House of Fraser has teamed up with the Great Retail Revival Foundation to launch Pop at HoF, a competition designed to discover new retail brands and provide them with a platform to access mainstream consumers.

Budding beauty companies could be among ten promising retail brands that will be given the opportunity to trade in a pop-up market within House of Fraser’s flagship store in London’s Oxford Street in May 2014.

Retail brands will be selected through a two-stage competition, with the shortlisted companies competing live in front of an expert judging panel including House of Fraser COO, Nigel Oddy; Editor of Stella (the Sunday Telegraph magazine), Anna Murphy; The Daily Telegraph Beauty Editor, Katy Young; Dress2Kill Founder, James Hibbert; and Mint Velvet Founder, Liz Houghton.

Nine winners will be chosen directly by the judging panel, with a tenth spot given to the winner of a shortlist that will be judged by House of Fraser customers via social media channels.

As well as the in-store pop-up market, winners will be given prime e-commerce space at houseoffraser.co.uk and will be mentored by the experienced House of Fraser and Great Retail Revival teams to get them ‘high street ready.

The competition is open to any small retail brands that have been trading for a minimum of two years. Winners will be revealed on 31st March 2014 following live presentations to the judging panel. At the end of the pop-upon 27th May 2014 a single brand will be given the opportunity to retail at House of Fraser for a year online at houseoffraser.com and potentially in-store as a concession.