Posted: Thu 7th Apr 2022
Retail giants Ikea and H&M have joined forces to mentor small businesses and give them the opportunity to sell their products in a new shop in Hammersmith.
Atelier100 is an incubator and store that will open in the London borough in May. It's the pilot for a collaboration between the global furniture and fashion brands to help creatives, makers and manufacturers grow their businesses and sell their products.
The store is based in Livat, the former King’s Mall shopping centre that Ikea franchisee Ingka Group took over and relaunched in February.
It is described as a meeting space for communities to come together and includes a pay-by-the-hour adaptive pop-up retail space for small businesses.
From today, people with an existing business or an idea for one who live within a 100km radius of London are invited to apply for a place on the programme.
Twenty applicants will be selected and receive mentoring from design experts. They will also get a grant of between £1,000 and £10,000 with their products going on sale in the new store. Atelier100 will take a 25% commission on all products sold.
The product categories for the shop are home, fashion, lifestyle and culture. Entrepreneurs can apply here until 24 April.
The pilot will last for a year and if successful, venues will be developed in other cities around the world.
Marcus Engman, chief creative officer at Ikea franchisee Ingka Group, said:
"We are two creative and curious brands with closely-tied values and a shared aim: to find new and diverse ideas for the future.
"That's how the idea for Atelier100 came about. We want to disrupt the longstanding ways of reaching and engaging great talents. Through this proactive new initiative we hope to find, attract and develop the creatives of tomorrow."
Camilla Henriksson, global brand innovation manager at H&M, added:
"We see this as the start of a very exciting adventure. London is bursting with brilliant ideas and creative people, we want to meet these creators where they are. Opportunities in arts, entertainment and recreation have been the hardest hit by the pandemic.
"H&M and Ingka Group see this as an opportunity to engage directly with creatives and makers, to give them the visibility that they deserve and to support them in taking their business to the next level."