Underwear brand makes HoF pop-up shortlist

Boxer short designer Syndicut has been shortlisted in a contest that will see one brand win a place in POP at HOF, the new pop-up market at House of Fraser, which will open in May.

The inaugural PopatHoF competition, which was created by The Great Retail Revival Foundation and House of Fraser, saw 200 brands compete for nine spaces at the flagship department store.

“The entries were of a particularly high standard which made shortlisting them down to twenty ‘easier said than done but great fun," said foundation co-founder Keata Murray. “The ambition and determination was evident in every single submission.”

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Brands were required to submit a video pitch before meeting a panel of five judges to present in person.

The panel consisted of chief operating officer of House of Fraser, Nigel Oddy, Dress2Kill Founder and The Great Retail Revival’s co-founder, James Hibbert; founder of Mint Velvet Liz Houghton; editor of The Sunday Telegraph’s Stella magazine, Anna Murphy and beauty editor at The Daily Telegraph, Katy Young.

Syndicut is the only underwear brand to make the final shortlist, with the other spaces taken up by homeware, fitness, women’s accessories, kids and menswear brands.

The pop-ups will be available to view from May 8 to 26. 




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