Women-led gaming company launches pop-up shop at John Lewis Oxford Street

Small Fries Games is to launch an exclusive pop-up shop at John Lewis’ flagship store on Oxford Street.

The women-led company operates a UK-based indie gaming studio specialising in table top games for families and children. It creates original content as well as branded tie-ins.

The pop-up shop, open from 7-13th October, will offer visitors a chance to experience and purchase the publisher's range of games.

The move is part of John Lewis’ IND!E Pop-Up Shop initiative for SMEs, designed to spotlight emerging brands.

Earlier this year, in celebration of International Women’s Day, John Lewis introduced the John Lewis & Sisters campaign.

The initiative was created to recognise and elevate the voices of emerging women-led businesses, celebrating women’s leadership across generations.

As part of this, five women-led companies were invited to pitch their products to John Lewis' IND!E team and senior members of its commercial department, with three winners – including Small Fries Games – selected to showcase their brands during the Christmas period.

Rosie Hanley, brand director at John Lewis commented: "At John Lewis we have a rich history of supporting strong emerging women-led brands such as Small Fries Games. It is central to our commitment to both diversity and innovation. We’re proud to host Small Fries Games at our Oxford Street shop and offer customers a fresh, exciting range of games that embody quality and creativity."

Small Fries Games said that the pop-up will give it the chance to connect with a larger audience and test their products in a retail environment.

“We’re thrilled to be offered the chance to take part in IND!E’s Pop-Up Shops at John Lewis and in an amazing location: Oxford Street,” said Natalie Marco, founder of Small Fries Games. “This is an incredible opportunity not only to showcase our products but also to be a part of the rich legacy of women-led innovation that John Lewis & Partners supports.”



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