House of Fraser is to offer ten up-and-coming retail brands the chance to trade in its flagship Oxford Street store this May.

House of Fraser has teamed up with not-for-profit foundation The Great Retail Revival Foundation to help fledgling retail brands. The ten brands will trade within a pop up in the store called ‘POP at HOF’.

Brands will be selected via a two-stage competition, with short-listed businesses competing live in front of a panel including House of Fraser chief operating officer Nigel Oddy, Dress2Kill founder James Hibbert, Mint Velvet founder Liz Houghton, Stella editor Anna Murphy and The Daily Telegraph beauty editor Katy Young.

Nine winners will be chosen by the judging panel and a tenth will be selected by House of Fraser customers via social media channels.

House of Fraser chief executive John King said: “We are delighted to be partnering with this exciting project and feel proud to be in a position to give smaller retail brands the opportunity to break into an industry which we are proud to be a part of. This is the beginning of what we hope will be an exciting partnership with Great Retail Revival Foundation that will see POP at HOF touring to other parts of the country and helping even more small brands throughout the year and into the future.”

The competition is open to any small retail brands that have been trading for a minimum of two years.