Pitch Live Winner Blue Bear & Co: A Founder Story on Turning Purpose Into Retail Success

Every year, a handful of emerging brands step onto the Counter Talks Stage to pitch to a panel of buyers and industry experts. Few walk away with a story as personal as Blue Bear & Co's. Founder Nici Robinson took the 2025 Home & Gift title with Bears for Life, a collection of keepsake teddy bears designed to hold a voice, a scent or a heartbeat. Here's what winning meant for her business, and how to enter this year. 

What is Pitch Live and why does it matter to emerging brands? 

Pitch Live is Autumn Fair's pitch competition for emerging, retail-ready brands exhibiting at the show, often described as a retail-focused take on Dragons' Den. Shortlisted exhibitors present their product on stage to a panel of buyers and industry experts, then receive practical, real-time feedback on their retail strategy. For founders without a marketing budget or an agency behind them, it is one of the few places where a small business can get direct, unfiltered attention from the people who decide what goes on a shop floor. 

Who are Blue Bear & Co? 

Blue Bear & Co. is a small, purpose-led business built around Brown Bear, a luxury keepsake teddy that can be personalised with a heartbeat, a voice recording or a scent connected to someone the owner loves. The range also includes bears created in memory of Robinson's own experience of loss, with a portion of profits supporting a children's charity. It is, in Robinson's words, "much more than a teddy bear brand." That distinction matters in a gift sector full of soft toys competing largely on price and appearance; Blue Bear & Co's proposition is emotional rather than decorative, which is precisely what gave the brand something distinctive to say on stage. 

What did winning Pitch Live mean for this small business? 

"Winning Pitch Live was a real highlight for Blue Bear & Co," Robinson says. "As a small purpose-led business, it gave me an incredible opportunity to share the story behind the brand with buyers and industry professionals." For a founder who had built the business out of personal loss, being recognised by the judges carried a weight beyond the prize itself. "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." 

How did Pitch Live help tell Blue Bear & Co's story? 

Robinson is clear that the biggest takeaway was the platform itself. "The biggest takeaway for me was the opportunity to tell our story," she explains. "Bears for Life are thoughtfully designed to celebrate, comfort and remember life's biggest moments. Pitch Live gave me the platform to communicate that in a way that connected with people, and the response during the show was incredibly encouraging." It's a useful lesson for any founder preparing to pitch: buyers hear hundreds of products across a show, and the ones that stick are usually the ones with a genuine reason to exist. 

In her own words, Robinson would describe Pitch Live as "inspiring, purposeful, memorable." That reaction was echoed publicly too: "Pitch Live gave us real confidence, strong exposure and genuine interest from buyers. Winning was a huge boost and has already helped drive sales and new conversations." 

What is Nici Robinson's advice for future Pitch Live entrants? 

For any independent brand weighing up whether to enter, Robinson's advice is straightforward: "Go for it. 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 and gain valuable exposure." 

How can brands enter Pitch Live 2026? 

For founders inspired by Blue Bear & Co's experience, 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.  

Three finalists per category are then shortlisted to pitch live on stage at the show, across three slots on the Counter Talks Stage: Fashion, Accessories & Jewellery on Sunday 6 September, Home & Gift on Monday 7 September, and Toy, Play & Kids Clothing on Tuesday 8 September, all at 11:00. 

Winners receive a three-day pop-up with co.lective, a PR and brand strategy consultation with Good Results PR, and a contribution towards their stand at Autumn Fair or Spring Fair 2027. As Robinson's experience shows, the real value lies less in the prize itself and more in the platform to tell a genuine story to a room full of people who buy for a living. 

If you like what you've seen here, why not join us in-person for the retail event of the season? Autumn Fair runs from 6-9 September 2026 at the NEC, Birmingham, co-locating with Glee on 8-10 September. Register for free here, and join our newsletter for the latest updates before the show.