23. Sook

Founder: John Hoyle

Year founded: 2019
Website: sook.space

Without overstating things, the high street is in dire trouble. The vicious combo of an economic downturn, rising rent, painful business energy costs, and challenging business rates have meant many new businesses don’t dare dream of a bricks and mortar outlet. 

Meanwhile, an unfathomable number of big UK brands have gone into administration amid the crises, leaving high streets hollowed out across the land.

Help is at hand. Sook is a visionary solution to the challenges faced by traditional retailers, landlords, and occupiers in the ever-evolving world of retail commerce. 

Founder John Hoyle enthuses about the potential of Sook’s ‘fractional leasing’ and ‘modular fit-outs’, and rightly so. The Sook model is quietly redefining retail space in a post-pandemic world. Its approach is gloriously simple – even if the terms involved sound initially confusing. 

Sook provides modular fit-outs for popup store spaces and events. Commercial landlords with an unoccupied space can turn to Sook, which, in turn, will help businesses launch pop-up events and in-store experiences with a seamless setup and flexible lease length.

The aftermath of the coronavirus pandemic created a unique opportunity for Sook’s business model. Vacancy rates were skyrocketing, leaving commercial landlords out of pocket and in need of occupiers. Meanwhile, consumers pivoted to ecommerce as never before. 

The relationship between commercial landlords and occupiers is a broken one due to the misalignment of expectations

“The relationship between commercial landlords and occupiers is a broken one due to the misalignment of expectations,” John tells us. “Landlords are struggling with high vacancies, but offering traditional terms, while occupiers demand flexibility.” 

Sook saw the potential for creating ‘omnichannel’ experiences that bridge in-person and online shopping. For businesses that are predominantly online, this gives a chance for affordable in-person branding, and a way to meet existing followers and new customers.

It all sounds clever, but who’s actually making use of Sook spaces? Collaborating with 500 brands across the UK, Sook’s client portfolio crosses a diverse range of sectors. Noteworthy brand activations, such as Ice bath trials, a TikTok shop, and unique events, have taken place in Sook’s spaces. One service user even rented a space to propose to their girlfriend.

Sook is a great opportunity to take our online business to the ‘physical’ world and meet all our lovely followers and customers that support us day to day in real life

“Everything from product launches, influencer events, living adverts, PR events, live streaming, brand collaborations, and more; everything is possible in a Sook Space,” the brand enthuses on its website.

Among Sook’s pop-up space alumni are Depop’s number one global seller, Danielle Mass, founder of Remass. Danielle used a Sook store fit-out to connect in person with over 3,000 consumers.

“Sook is a great opportunity to take our online business to the ‘physical’ world and meet all our lovely followers and customers that support us day to day in real life,” said Danielle, in her feedback to the Sook team. 

Other enthusiastic users of Sook spaces include young fashion designers from the London College of Fashion; heritage bag designer, Radley; and the cult computer brand, Raspberry Pi.

Sook already offers retail units in London, Birmingham, Liverpool, and other UK destinations. Its international expansion has already begun. In October 2023, the business launched a space in the Mall of Africa, South Africa, with a franchise agreement set up for further expansion potential. 

Its funding journey to date has taken Sook from initial seed investment, to crowdfunding, to angel investment, including from Tobin Capital. Next, Sook will lean into an ambitious pipeline of 80+ stores in the UK, plus opportunities in the US, Europe, and the Middle East. 

Sook’s story is of a business that was born in challenging times but transformed adversity into a golden opportunity. With its unique approach to bridging the digital and physical retail worlds, Sook is shaping the future of high streets and retail spaces in the UK and beyond.