From sheds to shops: Five lessons from judging the high street's brightest stars

I recently had the privilege of joining the judging panel for Enterprise Nation's Realising the Remarkable programme.

As I reviewed the applications from founders across the UK, I saw a masterclass in creativity and resilience.

From ethical underwear and sustainable skincare to innovative medical design, the breadth of talent was truly inspiring.

After evaluating these many businesses, I've pulled together my top takeaways and observations. Whether you're scaling a shop or just starting out, these tips will help you position your brand for success in 2026.

1. The high street is becoming a "community hub"

The most successful applicants aren't just selling products, but building ecosystems. They recognise that a physical shop must offer what a website can't – human connection.

• Observation: Businesses like The Snail of Happiness and Bronwyn's Baby are transforming retail units into spaces for classes, social events and support groups.

• The lesson: Don't just be a shop, be a destination. Think about how your space can solve a community-related problem, like lessening isolation for new parents or offering a "sensory experience" that drives footfall.

2. Purpose-led branding wins (and scores)

Authenticity is a superpower, and I was deeply moved by the founders who shared the "why" behind their businesses.

• Observation: Boost Innovations Ltd and Y.O.U Underwear stood out because their missions – supporting women after breast cancer, and ending period poverty – were clear, confident and deeply personal.

• The lesson: If your brand has a personal origin story, lead with it. It builds an immediate emotional connection with customers (and competition judges!).

3. Sustainability is your biggest differentiator

The best-performing businesses had sustainability baked into their DNA, proving that "eco-friendly" is now a core customer expectation.

• Observation: Whether it was Moksa's organic skincare or BIG sister's zero-waste gastro-vegan movement, the focus was on "conscious change".

• The lesson: Be specific about your environmental impact. Using natural fibres or supporting local makers isn't just "good for the planet" – it's a key selling point that draws visitors from afar.

 4. Mind the "SMART" gap

The most common area for improvement was the lack of concrete, time-based plans. Ambition is great, but judges need to see where the business is heading.

• Observation: Several brilliant businesses had high potential for growth. But they lost points because they didn't provide targets with figures attached, or a clear timeline for their next steps.

• The lesson: When applying for grants or pitching for investment, use the SMART framework (Specific, Measurable, Achievable, Relevant and Time-bound). Don't just say you want to "grow" – say you want to "open a new shop by June 2026".

5. Accessibility is a strategic advantage

I was particularly impressed by businesses that viewed inclusivity as a fundamental part of their growth strategy.

• Observation: The Snail of Happiness planned to use its grant to create an accessible outdoor space and a flat-access doorway to make sure it could welcome customers from all backgrounds.

• The lesson: Investing in accessibility isn't just the right thing to do. It expands your customer base and strengthens your reputation for service.

Final thoughts

Serving as a judge reminded me that the UK high street is far from dead. Actually, it's being reinvented by individuals who lead with heart and innovation.

To all the applicants: keep telling your stories, keep building your communities and, most importantly, keep your eyes on the data that will help you scale.

I can't wait to see these businesses continue to realise the remarkable!

Want to improve how you tell your business story or build your brand presence? Visit us at Soundbite Media to see how we help businesses find their voice.

Funding to help your business thrive

Visit the Realising the Remarkable page for more information about this transformative competition. Find out more