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Pop at HoF was hard but gave us confidence

Janan Leo is the owner of women’s footwear brand Cocorose London.

We are incredibly proud to be 2014’s overall Pop at HoF winner, and to win the Most Innovative Range award too. Earlier this year, The Great Retail Revival Foundation, a non-profit organisation, paired with House of Fraser to offer 10 promising brands the chance to trade online and in store at House of Fraser’s flagship Oxford Street store for two weeks in May.

The competition was entered by more than 200 brands, competing to be one of the final 10 to participate in the pop-up concession. Not only was Cocorose London one of the final 10 chosen, but after the two weeks of trading, was excited to be named as Pop at HoF’s overall winner.

The Pop at HoF experience was hard work but extremely rewarding. The first thing that hit us was the true extent of the commitment involved. Not only was it exhausting for the team that worked in store from 9am to 9pm every day, including weekends, but it was a lot of extra work for everyone behind the scenes, so it was a real group effort.

It took hard grafting, planning and organisation to pull it off but we’re really pleased we did. Ultimately, it’s led to us being a part of House of Fraser online for one year, which is great news, and we’re hoping to sell and learn even more.

The benefits of being involved with Pop at HoF were fantastic. Primarily, it was first-hand experience in concession retailing. It was insightful and we gained so much knowledge and confidence that in June we opened our first standalone pop-up shop on Shelton Street in Covent Garden, which is open until September, with the likely possibility that we will extend our stay there.

Our presence on the high street was also beneficial for our brand awareness, because we were exposed to many of House of Fraser’s customers. We met new customers as well as existing Cocorosers, some who travelled from as far as Yorkshire and even Manila to visit us. We’re absolutely over the moon with the response.

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