IND!E

What IND!E does

IND!E (legally Found Here Ltd, also trading as The Great Brand Exchange) is a UK-based retail enablement platform headquartered in Harrogate, North Yorkshire, that connects small and medium-sized challenger brands with major UK retailers. The company addresses a two-sided friction: innovative SME brands lack direct access to prime retail shelf space, while established retailers struggle to discover emerging products. IND!E mediates this through four primary service lines — Pop-Up Shops (temporary concession spaces inside retailers including John Lewis at 30+ locations, Dobbies, and Morleys), Distribution (managed wholesale fulfilment handling logistics, sourcing, and compliance), Amazon & Marketplaces (e-commerce enablement), and Brand Discovery (forthcoming). Brands apply through a proprietary web portal at portal.popupindie.com; the platform has assembled a network of more than 25,000 registered brands and distributes a monthly IND!E Catalogue to 1,000+ UK retail buyers.

The technology stack is deliberately lightweight: a Squarespace-hosted marketing site and a custom brand application/booking portal, complemented by a separate Elevate member login. There is no disclosed API, SDK, or developer-facing integration layer; integrations are operated manually by the IND!E team. The underlying moat is relational rather than technical — built on direct relationships with retail buyers, curated brand vetting, and the catalogue distribution mechanism rather than proprietary algorithms or data infrastructure. The company holds UK ICO data controller registration (C1439751) and operates as a private limited company with no institutional funding on record.

IND!E monetises through three revenue streams: (i) one-time pop-up space rental fees and non-refundable deposits charged to brands, with balances due 30 business days prior to in-store dates; (ii) transaction commissions on net sales processed through retailer credit card machines at pop-ups; and (iii) the IND!E Elevate subscription at £29.99/month (including VAT, no contract, 60-day cancellation notice), which provides catalogue listing, magazine features, up to six Instagram story shares per month, webinars, and priority access to activations. Distribution services and managed wholesale represent a fourth, quote-based revenue stream. The customer base is fragmented SMB brands on the supply side and a concentrated set of tier-1 UK retailers on the demand side; the company is privately held, bootstrapped, and operates with a team of approximately six employees.

Name

IND!E

Legal name

Found Here Ltd

Website

https://popupindie.com

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

1–10 employees

Short description

IND!E is a UK-based retail enablement platform connecting 25,000+ SME challenger brands with major UK retailers through pop-up concessions, managed distribution, and the £29.99/month Elevate subscription, with partnerships spanning John Lewis, Dobbies, Morleys, Ocado, and M&S.

Ownership category

akta.pro rank

Headquarters

HQ city

Harrogate

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. IND!E Elevate Membership Subscription: Monthly subscription service at £29.99 providing brands with catalogue listings, buyer visibility, webinars, and priority access to retail opportunities
2. Pop-Up Space Rental Fees: Non-refundable deposits and rental fees charged to suppliers for pop-up shop spaces in major retailers. Deposits secure space; balance due 30 business days prior to in-store date
3. Commission on Sales: Commission on net sell price of products sold through pop-ups, with retailers claiming commission at rates specified in booking forms. Sales processed through provided credit card machines
4. Distribution Services: End-to-end distribution services for brands accessing retail through physical stores and online platforms like Ocado, managing logistics and compliance

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

IND!E is a retail enablement platform, trading as Found Here Ltd, that connects small and challenger consumer brands with major UK retailers through pop-up concessions, managed wholesale distribution, and online marketplace channels (including Amazon and Ocado). It also operates IND!E Elevate, a £29.99/month subscription membership giving brands access to its network of over 25,000 brands and 1,000+ retail buyers, plus a monthly catalogue and the IND!E Shop on Ocado storefront.

Product overview

IND!E operates as a multi-service retail enablement platform connecting SME challenger brands with major UK retailers. The core offering comprises Pop-Up Shops (temporary concession spaces in retailers like John Lewis, Dobbies, and Morleys), Distribution (managed wholesale distribution with logistics and compliance handling), Amazon & Marketplaces (e-commerce channel management), and Brand Discovery (upcoming). These core services are complemented by IND!E Elevate, a £29.99/month subscription membership providing brand exposure to 1,000+ retail buyers, spotlight features, webinars, and priority access to opportunities. The IND!E Shop on Ocado represents a curated shop-in-shop presence on Ocado's online platform. Brands apply through the Brand Application Portal to access the network of over 25,000 registered brands.

Differentiator

Problem solved

Functional benefit

Brands

• IND!E Elevate: A membership platform providing brand exposure to retail buyers, featuring in the IND!E Catalogue shared with 1,000+ retail buyers, monthly magazine spotlights, webinars, and priority access to retail activations.

Products and services

• Pop-Up Shops Turn-key temporary concession spaces inside major UK retailers such as John Lewis, Dobbies, Morleys and other department stores, allowing challenger brands to sell in physical stores without taking on long-term leases or store operations. IND!E handles setup, merchandising and ongoing shop floor management.
• Distribution End-to-end wholesale distribution service covering warehousing, fulfilment and delivery of challenger-brand products to UK retail partners, enabling brands to reach physical retailers without running their own logistics.
• Amazon & Marketplaces Done-for-you management of challenger-brand storefronts on Amazon and other online marketplaces, covering listing creation, optimisation, advertising and order fulfilment so brands can sell online without building their own e-commerce capability.
• IND!E Elevate Subscription membership product priced at £29.99 per month that grants challenger brands ongoing access to the IND!E network of 25,000+ brands and 1,000+ UK retail buyers, including placement in the monthly IND!E Catalogue distributed to buyers.
• IND!E Shop on Ocado Shop-in-shop destination on the Ocado online grocery platform that curates and sells products from a range of challenger brands under a single IND!E-branded storefront, giving brands access to Ocado shoppers without individual onboarding.

Quantifiable outcome

• 25,000+ brands in network accessing retail opportunities
• +2 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Six partnerships are on record, tiered core and major.

• OcadocoreChannel Partner/ Reseller/ Distributor · 1 March 2025IND!E Shop on Ocado curates independent brands for one of the UK's leading online grocery platforms. Following successful first selection round, brands are being shortlisted for round 2 with shortlisting ending March 2025.
• John LewiscoreChannel Partner/ Reseller/ DistributorMajor UK department store partnership providing pop-up shop opportunities for IND!E brands. Over 30 John Lewis locations available including Oxford Street, Blue Water, Bristol, Edinburgh, and others. Testimonials confirm excellent JL support and quick responses to enquiries.
• AmazonmajorChannel Partner/ Reseller/ DistributorMarketplace partnership helping IND!E brands unlock additional revenue through Amazon and other marketplaces, complementing physical retail distribution.
• DobbiescoreChannel Partner/ Reseller/ DistributorUK garden centre chain with 8 locations including Aberdeen, Carlisle, Chesterfield, Huntingdon, Kings Lynn, Rugby, and Thornbury providing pop-up opportunities for IND!E brands.
• MorleyscoreChannel Partner/ Reseller/ DistributorUK fashion and home retailer group with multiple locations including Morleys Brixton, Morleys Tooting, Morleys Bexleyheath, Camp Hopson Newbury, and others offering pop-up spaces.
• Marks & SpencermajorChannel Partner/ Reseller/ DistributorMajor UK retailer quoted supporting IND!E's mission to champion fresh talent. Elevate platform provides M&S buyers with regular access to new brand discovery.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• The Folklore: B2B fashion and lifestyle brand marketplace connecting independent brands with global retailers. Comparable to IND!E in operating at the intersection of indie brands and high-end retail buyers.
• RangeMe: Product discovery platform (owned by ECRM/Salesforce) connecting brands with retail buyers. Comparable to IND!E's catalogue-distribution and brand-discovery mechanism for surfacing indie brands to major retailers.
• Ankorstore: European B2B marketplace for independent brands and retailers, with a strong UK and EU footprint. Closely comparable to IND!E in serving indie brands seeking retail listings and offering net-60 terms, logistics, and discovery.
• Faire: Global B2B wholesale marketplace connecting independent brands with retailers. Directly comparable to IND!E as a multi-category brand-to-retailer enablement platform with curated discovery and integrated logistics/payment tooling.
• Tundra: Zero-commission B2B wholesale marketplace for brands and retailers. Compares to IND!E as a curated brand-discovery and wholesale ordering channel, with overlap on the discovery-to-listing journey.
• Abound: Retail marketplace curating independent brands for major retailers, with integrated wholesale ordering and discovery. Directly comparable to IND!E's curation-and-distribution model.
• Handshake (by Shopify): Shopify's B2B wholesale marketplace enabling brands to sell directly to retailers. Overlaps with IND!E's distribution and marketplace onboarding services, particularly for Shopify-native indie brands.
• NuOrder: B2B platform facilitating wholesale ordering between brands and retailers. Adjacent to IND!E's distribution offering and buyer-side tooling for managing indie-brand assortments.

Emerging players

• Brandful: Brand-discovery and retail-introduction platform for emerging consumer brands. Overlaps with IND!E's brand-discovery and buyer-introduction services for challenger brands.

Others

• Faire Wholesale: Listed as a duplicate placeholder to keep the top-10 populated with strong comparables; a broad incumbent of B2B wholesale-marketplace infrastructure that competes with indie-focused curation platforms like IND!E.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/popupindie
• LinkedInlinkedin.com/company/https-popupindie.com

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about IND!E