Pitch Live at Autumn Fair: Why Past Winners Say It Revolutionised Their Business 

For an emerging brand, getting a foot in the door with retail buyers can feel like shouting into a crowded room. Pitch Live at Autumn Fair 2026 offers something different: a stage, a spotlight, and a room full of people whose job it is to spot what comes next. With entries closing in just a week, past winners are urging newcomers not to let the deadline slip by, having watched a single pitch reshape the direction of their business.  

For anyone building a gift, fashion, interiors or kids' brand, Pitch Live is a useful case study in what a pitching competition can deliver beyond the trophy. 

What is Pitch Live at Autumn Fair 2026? 

Pitch Live is a live pitching competition at Autumn Fair, run in partnership with co.lective and Retail Huddle, giving emerging brands a direct platform to pitch to retail buyers, industry judges and fellow exhibitors rather than hoping to be noticed on a stand alone. Autumn Fair 2026 runs 6 to 9 September at the NEC Birmingham, with Pitch Live staged across the first three mornings on the Counter Talks Stage. 

Success Stories From Previous Winners 

The strongest evidence for Pitch Live's value does not come fromus, it comes from the brands that have already stood on that stage. 

FRUU: from single product to outright brand 

Terence Chung, founder of FRUU and winner of the Gift category at Autumn Fair 2025, says the competition reshaped the entire direction of his business: "Pitch Live gave us a fantastic opportunity to hone our pitch for our latest collection and validate our products in front of a panel of industry experts. It was a brilliant experience all round. The response was so overwhelming that we've gone back to reassess our launch, and instead of a single product range, we're now launching as an outright brand with an extended product offering. We're returning to Autumn Fair to fulfil our pre-orders and take on new ones." 

March Muses: an invaluable experience with a life beyond the show 

Natalie Duvall, founder of March Muses, winner of the Gift category at Spring Fair 2026, says the benefits reached well beyond the pitch: "Pitch Live was an invaluable experience for March Muses. We entered because we wanted the opportunity to share our mission with a room full of retailers, industry experts and fellow entrepreneurs who understand the challenges of growing a consumer brand. Since taking part, we've had a dedicated PR session that has opened the door to some exciting opportunities, and we are looking forward to our two-day pop-up this Christmas courtesy of Retail Huddle. The judges also made valuable introductions and shared practical advice that continues to support our growth. Go for it. Be authentic, know your story, and be open to feedback, it's the conversations, connections and opportunities that follow which make it so worthwhile." 

Blue Bear & Co: the confidence to tell a genuine story 

Nici Robinson, founder of Blue Bear & Co, winner of the Kids category at Autumn Fair 2025, says the competition gave her business something it needed most: confidence. "Winning Pitch Live was a real highlight for Blue Bear & Co. As a small purpose-led business, it gave me an incredible opportunity to share the story behind the brand with buyers and industry professionals. Being recognised by the judges gave me confidence that our concept resonated and that there was a place in the retail market for products with genuine meaning and purpose. Blue Bear & Co is much more than a teddy bear brand, our Bears for Life are thoughtfully designed to celebrate, comfort and remember life's biggest moments. If you have a product with a genuine story and you're passionate about your business, Pitch Live is a fantastic opportunity to share that passion with the industry." 

Who is judging Pitch Live this year? 

The 2026 panel brings together senior buying and design expertise. 

• Jeff Banks, Fashion designer 
• Estella Arroyo, Head of Design at George at Asda 
• Judy Bendall, Head of Retail at Blenheim Palace  
• Rebecca Gilligan, Senior Buyer at Elphicks Department Store 
• Joanne Barker, founder of Hettie & Sid 
• Ami Rabheru of Retail Huddle, a former buyer for M&S, Next and Tesco 
• Sharon Good of Good Results PR. 

What do Pitch Live winners receive? 

Beyond pitching to this panel, category winners receive a three-day pop-up with co.lective, a PR and brand strategy consultation with Sharon Good, and a contribution towards a 3m² stand at Autumn Fair or Spring Fair 2027, a package that, as Duvall and Robinson's experiences show, tends to outlast the stage time itself. 

How do you enter? 

Entry to this year's competition is straightforward. Brands exhibiting at Autumn Fair can submit their brand story, product information and imagery through the entry form in the exhibitor zone portal, with submissions closing on 14th August.  More details can be found on the Pitch Live page. 

Why this matters beyond one competition 

What comes through in Chung's, Duvall's and Robinson's accounts is that Pitch Live is a springboard, not just a moment on stage. A validated pitch, a PR consultation and a room full of buyers looking for their next stockist can shift a brand's trajectory in ways a stand alone rarely does. 

With the deadline just a week away, brands considering Pitch Live have a narrow but real window to put themselves in front of some of UK retail's most influential buyers and judges at NEC Birmingham. 

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