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Landsec and Completely Retail Marketplaces' Soapbox X Landsec competition winner announced
Date published: Date modified: 2023-08-10




Landsec and Completely Retail Marketplace (CRMP) launched a brand-new competition to give disruptive brands and start-ups the chance to win a pop-up space at one of Landsec’s leading retail destinations.

Landsec, one of the UK’s largest commercial property developers and investors, teamed up with CRMP to invite up-and-coming brands which have yet to launch a physical store to convince judges – including former winner of The Apprentice Carina Lepore – that their business should occupy a pop-up space at one of the REIT’s shopping destinations. Free for brands to enter, the competition took place during CRMP at Old Billingsgate Market on the 26th of April, where shortlisted candidates presented from the Soapbox Stage – one of the event’s most highly anticipated features, which provides a platform for innovative new start-ups and brands.

Picture 2Soapbox X Landsec, supported by Retail Week

Given the elevation of this year’s Soapbox event, CRMP organizers had an overwhelming influx of incredible brands wanting to participate in the competition, thus creating the difficult task of having to whittle the entrants down to only 10 participants who would go on to pitch their brands to our team of expert judges.

We were delighted to host guest judges; Carina Lepore (2019 “The Apprentice” winner, & Dough bakery owner), Steve James-Royle (Co-Founder, The Yard Creative) and highly regarded Landsec brand managers Nicholas Porter & Ruth McFetridge. This powerhouse judging panel had the challenge of working out which brand best met the judging criteria & would ultimately win the Landsec pop-up space. It was not an easy task, as the all the entrants (below) had incredibly unique selling points and captivated us all with their passionate presentations.

  1. Eluroom – Fashion & Lifestyle brand inspiring women to radiate joy through effortless style & mindset.
  2. Game Academy – Helping players of video games make the most of their in-game talent, out of game
  3. Lemonade Dolls – More than just undies, a community of like-minded women empowering each other
  4. Little Black Outfit – Simple, stylish, sustainable black clothing & accessories for babies in sizes 0-24months
  5. Luminosity Glitter – An eco-friendly, biodegradable alternative to normal face and body glitter
  6. Minus Cloud Nine – Mental health-conscious fashion brand with a message. A community.
  7. Moussem – One-of-a-kind textiles, preserving the collective Amazigh heritage by empowering women artisans in Morocco
  8. Upcycle Studio – Upcycled furniture & textiles to breathe new life into your home.


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Above image of the 2022 Soapbox X Landsec participants

After listening to each of the participants pitch their businesses, the judges had to make the very tough decision of choosing only one brand to win the Landsec Pop-up space. This was by no means an easy task and took much deliberation and we would like to congratulate each individual brand who got up on the Soapbox to present their business. Each of the brands that participated are incredibly unique and exciting, and we can’t wait to see what the future holds for them after the Soapbox experience.

Without further ado, the WINNER of the SOAPBOX X LANDSEC Competition is…
Lemon Fuller, who owns - Lemonade Dolls!
A massive congratulations to the Founder of Lemonade Dolls who’s scooped up the winning prize and will have the opportunity to host a standalone popup space for one month!

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More on Lemonade Dolls, from the maverick herself:

“I started Lemonade Dolls as an awesome community on Instagram where girls like me supported and motivated each other to go out and change the world. Jumping through some major hoops and getting help from a lot of people, Lemonade Dolls is now the UK's first subscription underwear brand with female empowerment at its core. We accept all the hairy, wobbly, jiggly natural bits because let’s not lie hun, we all have them! I want girls to feel good in the bods our mama gave us and understand how limitless women are - because, quite simply…we are amazing! We have sold thousands of undies, over funded on Seedrs by 266%, sold in Topshop and New Look and most importantly our girl squad is now over 100k! I couldn’t have done this without you. Thank you for making my dream possible!” - Lemon Fuller

A huge congratulations to this very deserving winner. Her incredibly empowering brand of subscription underwear and female inspiring support community captured our hearts and minds, and we can’t wait to catch up with her when she’s in her upcoming pop-up space! Stay tuned to the Completely Retail social channels for more information on what’s to come.

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For more information on Lemonade dolls, the Soapbox platform and Completely Retail Marketplace follow @completelyretail on socials or visit the website:

To join the Lemonade Doll community or sign up to their underwear subscription visit:
Instagram: @lemonadedolls

The Completely Retail Marketplace retail property leasing event provides a platform for brands to meet with retail property professionals in a physical environment, make invaluable connections and ultimately expand their business plans across the UK.

Now celebrating its 10th year, the twice yearly event continues to go from strength to strength, attracting some of the biggest names in commercial real estate, the retail sector as well as independent brands and start-ups.

Within the Completely Retail Marketplace space, Completely Retail offers the highly regarded Soapbox Platform to new and emerging brands. The concept is simple. The Soapbox stage faces a targeted audience of Marketplace’s attending property professionals. All of them are keen to discover exciting and unique brands that would match their available sites, whether it be a bricks and mortar business, a kiosk, floor space or a pop-up with a niche space requirement. We are proud to give brands a platform to showcase their offerings and make invaluable connections.

Interested in showcasing your brand? Visit:

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