Pitch perfect for retail entrepreneurs

Business Post

10-05-2025

Launching a new retail brand is a tough job in any market, and to do it as a new entrepreneur can be even more difficult. Over the last five years, Pitch has offered nothing short of a lifeline for new brands, offering incredible exposure through the prize of a spot in the Arnotts Christmas Market – one of the busiest retail events of the year. Now, Pitch is looking for more entrepreneurs with innovative products looking for the ultimate boost.
'Pitch '25 reflects our commitment to supporting new Irish businesses by offering them the platform, mentorship, and exposure needed to scale and succeed, said Ciara Crilly, Creative and Marketing Director at Brown Thomas Arnotts. 'We are excited to discover the next generation of exceptional brands through this year's competition."
Pitch '25 offers ambitious entrepreneurs and emerging brands across Ireland the opportunity to win a prize package valued at €70,000, which includes exclusive mentorship and brand-building support, as well as that precious spot at the Christmas Market.
'The exposure that the winner gets for their brand is the true prize,' said Crilly. 'It's an incredible opportunity for your brand to be seen by so many customers during the busiest time of the year for retailers. For instance, last year's winners, Wink with Mink, had an in-store lash bar, which attracted over 400 appointments during the Arnotts Christmas Market. The company, which brought a cruelty-free, reusable, and biodegradable lash system to market, continues to trade successfully in Planet Beauty.
'One of the biggest challenges that new brands have is getting in front of potential customers,' continued Crilly. 'It's extremely difficult to stand out in a crowded marketplace. With Pitch, not only does the winner get the opportunity to sell and showcase their product at the Arnotts Christmas Market, but they also receive a €10,000 business development fund from Brown Thomas Arnotts, financial mentoring from Pitch sponsor BKK Financial Advisors, and a media campaign fund courtesy of the Business Post, Newstalk, and PML Group.'
Applications for Pitch '25 are open to entrepreneurs based in the Republic of Ireland and Northern Ireland working across fashion, beauty, jewellery, lifestyle, food and nutrition, circular products, or tech-driven goods. Applicants must have a developed product or service and demonstrate clear potential for scaling by peak retail season.
Pitch '25 reflects our commitment to supporting new Irish businesses by offering them the platform, mentorship, and exposure needed to scale and succeed
'The main consideration is that a business needs to be ready to trade,' said Crilly. 'We welcome entries from a wide variety of retail sectors – food, beauty, accessories, gifts and more. We do look for something that is different, that is innovative, and that is exciting. A great example of an innovative product is our Pitch '23 winner, KALO, a luxury accessories brand that uses apple leather to create sustainable, fashion-forward bags. Winning Pitch '23 helped the brand emerge as a standout success and the company continues to gain traction across the Irish fashion scene today.'
Not surprisingly, the competition attracts a high level of entries, which are then whittled down to finalists who pitch to the judges. This year the judges include Edel Woods, Head of Home & Lifestyle Buying at Brown Thomas Arnotts; Donnine Burness, Deputy General Manager at Arnotts; Ciara Crilly, Creative & Marketing Director at Brown Thomas Arnotts; and a special guest judge, Lauren McDonald, founder of Lynott Jewellery.
Particularly invaluable will be the insights provided by McDonald, who grew Lynott Jewellery from a digital-first start-up to a permanent in-store brand (she recently launched Lynott Jewellery into Brown Thomas Cork.
'I'm genuinely honoured to be a judge for Pitch '25,' said McDonald. 'As a founder, I understand first-hand how challenging and rewarding it is to grow a brand from the ground up. Opportunities like this – to receive expert guidance, retail exposure, and connect with a wider audience – can make all the difference in those early stages. I'm really looking forward to hearing the stories behind this year's businesses, and to supporting passionate entrepreneurs as they take the next step on their journey.'
This is the fifth year of Pitch, and the success of previous winners is testament to how valuable the prize is for emerging brands. To give an idea of the diversity of brands that have won Pitch in the past, as well as Wink with Mink (Pitch '24) and KALO (Pitch '23), previous winners have been Brush Doc (Pitch '22), an innovative beauty tool that cleans makeup brushes and sponges in seconds with advanced rotating technology; and Pure Clothing (Pitch '21), a producer of organic cotton apparel that continues to expand its reach thanks to the exposure and support received through the programme.