A new pop-up shop in Brighton’s Dukes Lane is giving small businesses the chance to test the high street without the usual costs and risks of taking on a physical retail space.
Launched on July 2 by EDF Small Business and Enterprise Nation, with support from Square, the initiative forms part of the Powering Local Businesses programme. The shop will run until July 26, 2026, offering a free two-week retail residency to a selection of female-founded sustainable brands.
For many small businesses, stepping into bricks-and-mortar retail can be daunting. Rent, rates, fit-out costs and long-term commitments can quickly add up to a five-figure investment. This pop-up offers something different: a practical testing ground where founders can meet customers, understand footfall and experience physical retail in a supportive setting.
First to take over the space are Onyx Studio and Elwin Studio, two independent makers with a shared focus on craftsmanship, quality and more considered consumption.
Onyx Studio, founded by Erin Rose Cain, creates hand-poured homeware using pigmented concrete. Her planters, dishes and home accessories offer a contemporary alternative to traditional pottery, bringing a sculptural and design-led feel to everyday objects.
Alongside Onyx Studio is Elwin Studio, founded by Emily Elwin. The British-made slow-fashion knitwear brand champions natural fibres, small-batch production and timeless clothing made in the UK.
“We’re focused on timeless, sustainably made clothing produced in the UK,” said Emily. “It’s about circularity and longevity rather than fast fashion.”
The second cohort, launching in mid-July, brings together four businesses with purpose-driven origins: Wild Wipe, founded by former nurse Caitlin Dean, which offers reusable hygiene products for women on the move; Natrie, created by East Sussex professional cleaner Lauren Daly, with a range of non-toxic, refillable cleaning products; and Àníké Lifestyle, Bisoye Adedayo’s London-based home fragrance business built around rest and self-care.
For Lauren, a mother of five and allergy sufferer, the opportunity follows years of frustration with conventional cleaning products.
“Before launching Natrie, I ran a sustainable cleaning company and became increasingly worried about the health effects of conventional cleaning chemicals on both cleaners and consumers,” she explained.
Her concentrated products are vegan, cruelty-free and designed to be safe for those with sensitivities, eczema and asthma, reflecting the pop-up’s wider focus on retail with purpose.
“Many small businesses want to explore retail space but are put off by the risk and commitment involved,” said Aaron Asadi, CEO of Enterprise Nation. “This initiative gives founders the opportunity to test new markets, connect directly with customers and gain valuable experience in a supportive environment.”
The Dukes Lane pop-up will rotate businesses every fortnight until July 26, giving each founder a valuable window into consumer behaviour, footfall patterns and the day-to-day realities of running a physical shop.
Claire Nutt, Director of Small Business at EDF, said the project was designed to help remove a major barrier to growth.
“Small businesses are the backbone of local communities, and we want to help give them practical opportunities to grow,” she said. “The Brighton pop-up shop will allow businesses to test physical retail, reach new customers and build confidence without the usual barriers and costs.”
The initiative is part of a broader £40,000 support package that includes sustainability grants, free EV chargers and expert guidance. The partnership builds on a successful first year that reached almost one million small businesses across the UK.
The Dukes Lane location offers strong footfall in one of the South East’s most entrepreneurial cities. For makers such as Erin, working in an unconventional medium, and founders such as Lauren, whose products grew out of lived experience, the chance to have a physical retail presence could help validate years of development while opening up new audiences.
A second pop-up location is planned for later this year, alongside twenty-five additional £1,000 cash grants and five £5,000 awards for energy-efficient equipment.
Applications for future residencies can be found at enterprisenation.com/poweringlocalbusinesses.
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