The PopUp Piccadilly series is being run by PopUp Britain, the retail arm of national enterprise campaign StartUp Britain. It aims to help to support future high street entrepreneurs by offering ten retail start-ups a week’s tenancy at 213 Piccadilly, supplied through the Crown Estate.
Start-up brands include London-based marshmallow company Mallow & Marsh; jewellery designed by Central St Martin’s graduates; and recycled leather handbags by Lost Property of London.
This week’s tenants include casual wear designer Jam Industries, run by Made in Chelsea participant Andrew Jordan. In all, 50 brands will feature in the event in the lead up to Christmas.
Emma Jones, StartUp Britain co-founder, said: "Our Piccadilly pop-up event is giving new home-grown brands the kind of opportunity they’ve dreamed of. From here they can showcase and trade on an equal level with big international brands in one of the most desirable shopping destinations in the capital."
As well as the Crown Estate, the scheme is supported by financial management software firm Intuit, Vistaprint, John Lewis, BT Business, solicitors Dentons and iris.
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