HELPING HAND: British department store chain House of Fraser has launched an initiative that will give ten emerging retail brands the opportunity to showcase their wares in the retailer’s flagship store on London’s Oxford Street. Together with the Great Retail Revival Foundation, a U.K. not-for-profit organization that aims to promote small retail brands and reinvigorate the British high street, House of Fraser has launched the project “Pop at HOF.” The project will offer small U.K. retail brands, which have been in business for at least two years, the chance to sell their products at a dedicated pop-up shop at House of Fraser’s Oxford Street store from May 8 through May 26. The brands will also be sold via House of Fraser’s online store, while their owners will be offered mentorship by House of Fraser and the foundation.

Brands are now being invited to submit their pitches through the Web site, which will be judged by a panel including Nigel Oddy, House of Fraser’s chief operating officer, and James Hibbert, the founder of the foundation and of the British tailor Dress2Kill. The ten brands selected will be revealed April 2. Of those brands that are sold in the store, one winner will be chosen to retail at House of Fraser’s online store for a year, and potentially at a House of Fraser concession.

John King, House of Fraser’s chief executive officer, said of the initiative: “We…feel proud to be in a position to give smaller retail brands the opportunity to break into [the] industry,” he said, adding that in partnership with the Great Retail Revival Foundation he aims for the project to “[tour] to other parts of the country and [help] even more small brands throughout the year and into the future.”

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