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iZettle opens up heart of London to six small businesses


iZettle, Europe’s number one provider of mobile payment services and apps, launched The 12 Hour Store on Monday the 23rd of October. The event saw iZettle empower six small businesses to trade from one of the busiest shopping districts in the world, central London in the UK.

Based on a mindset that ‘Big things start small’, The 12 Hour Store opened for six days featuring businesses that have aspirations to become as successful as their neighbouring global retailers.

Each business traded out of the store for 12 hours with everything from the storefront to the interior being decorated to fit their brand.

Every day the store opened at 9am and stop trading at 9pm at which point it transformed overnight to reflect the next company’s brand.

The only consistent factor within the store was the iZettle setup. iZettle powered each and every business and enabled them to take payments.

“We live and breathe our vision and make sure it permeates everything we do from product development right through to our marketing efforts. From a product point of view we develop game-changing services and apps, from a marketing point of view we are giving small businesses a taste of their prosperous future. With the help of iZettle the small businesses now get to trade for 12 hours in a temporary store just off Oxford Street. Maybe tomorrow they will become a permanent retail feature in central London.”

The inspiration for this idea was born out of a partnership between iZettle and Forsman & Bodenfors (F&B), a well-known and respected advertising firm headquartered in Sweden. F&B is responsible for many award winning campaigns and won Independent agency of the year at the Cannes Lions International Festival of Creativity 2014.

Together iZettle and F&B produced a campaign that centres on the notion that ‘big things start small’. The campaign showcases that iZettle empowers small businesses to be the best they can be and highlights that SMEs can run their business and take card payments on a smartphone or tablet anywhere in the world using iZettle.

These were the companies that participated in the pop up store campaign:


Boskke is a New Zealand brand that is focused on urban gardening. Its mission is to bring greenery back into urban spaces – Boskke brings the outside in.

In just over a decade, more than half of the population will live in densely populated urban environments. Boskke is leading the charge to naturally improve city life with evolved gardening gear that’s easy to use and stylish to look at.

Fox and Belle

Fox & Belle was founded by fashion print design graduate Gemma Kelson. Gemma creates one-off digitally printed, high-end and beautifully crafted detachable collars and silk scarves. All products are created with a unique edge and everything is made in London.

Braw Scotland

Braw Scotland is a family run company that creates and sells premium hand-drawn prints and home accessories inspired by Scotland. 
All of the prints are made from hand-drawn illustrations and designed in Scotland. The products are manufactured from natural fibres in the North of England.

Bluebird Tea Co.

Bluebird Tea Co. is an award winning, independent tea mixology company on mission to make people happy with tea. Founded in 2012, Bluebird Tea and Co is the UK’s first and only tea company specialising in Tea Mixology by creating exciting flavours of loose leaf tea.


IAM VIBES is a holistic twist with a fashion aesthetic. Created to protect, align and create, IAM VIBES prints its trademark symbol on clothing to help its customers heal through fashion. The idea is that when you are wearing IAM VIBES you are conscious of your wellbeing. At the moment this is through fashion and yoga, in the future this could be so much more.

British Christmas Jumpers

Established in 1987, the family run knitwear business manufactures its knits from its factory in Leicestershire. British Christmas Jumpers creates and sells beautifully designed handmade festive knitted jumpers.

Below are quotes from the business owners that trading at iZettle throughout the week.

Gabrielle Schoenenberger, Braw Scotland

“Start-ups like Braw Scotland can’t afford to pay large sums of money for advertising or raising brand awareness. The Twelve Hour Store has given the brand an immense boost.”

Krisi Smith, Bluebird Tea Co.

‘“We have used iZettle right from their early days in the UK so we feel like they have been on our start up journey with us. We use iZettle at all of our events because it enables us, as a small business, to take card payments on the go, for less. So when we were planning out our Brighton store we knew we wanted to use them. We have a brilliant relationship with the team and they are always willing to help us so when they asked us to be a part of the 12 Hour Store we knew we wanted to take part.”

Tom Hardless, Iam Vibes

“Taking part in iZettle’s 12 Hour Store was a dream come true and I will never forget the 12 hours of magic and fun I had.

“The 12 Hour Store didn’t just give me a physical space to trade from, it gave me a huge morale boost and made me realise how lucky I am to have a brand that people believe in and want to be a part of.”

British Christmas Jumpers

“From day one iZettle and their entire team were extremely supportive. Their teams fitted out our store to the highest standard and, as a result, we only really had to bring our stock with us. From the moment we received the visuals of the layout we knew that we were in for a treat, and on the day the store looked fantastic and we received many complements from our customers, family and friends.

For a small business it really was a dream come true, and it felt like a great reward for all our employees’ efforts and support.”

Published on Monday 08 December by Editorial Assistant

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