iZettle opens up heart of London to six small businesses with 12 Hour Store campaign

  •  iZettle launches The 12 Hour Store which sees six small businesses trading next to global brands in Central London
  • Competition launched to find final company to trade out of the store on 1st November 2014  judged by expert panel including Charles Dunstone, investor in iZettle and founder of Carphone Warehouse, Eric Van Der Kleij, former CEO of Tech City and Jacob de Geer, co-founder and CEO at iZettle
  • 12 Hour Store campaign part of wider marketing push from iZettle which includes digital, TV, radio and print activities

London, UK:  17th October 2014 – iZettle, Europe’s number one provider of mobile payment services and apps, today announces the launch of The 12 Hour Store which sees 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 will be open for six days featuring businesses that have aspirations to become as successful as their neighbouring global retailers. See a snapshot of the people featured and their dedication to their businesses here.

Each business will trade 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 will open at 9am and stop trading at 9pm at which point it will then transform to reflect the next company’s  brand.

The only consistent factor within the store is the iZettle setup. iZettle is powering each and every business and enabling them to take payments.

Five businesses will feature in the store from Monday 27th October to Friday 31st October 2014 with the last trading day, Saturday 1st November 2014, still up for grabs for one lucky small business owner. The competition to win this opportunity goes live today. Businesses must simply sign up for an iZettle account, then visit www.12hourstore.com, and tell iZettle why they deserve to win a spot in the 12 Hour Store.

The competition closes at midnight on 23rd October 2014 with the expert panel that includes Charles Dunstone, investor in iZettle and founder of Carphone Warehouse, Eric Van Der Kleij, former CEO of Tech City, and Jacob de Geer, co-founder and CEO at iZettle choosing the winner on the 24th October 2014.

The winner will be informed on the 24th October 2014 and everything will be taken care of by iZettle so the small business can successfully trade on Saturday 1st November 2014.

Johan Bendz, Chief Marketing Officer at iZettle, comments: “Our vision is to empower small businesses to grow and prosper.

“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 messages will be conveyed via TV, radio, print and digital adverts.

Karolina Widell at Forsman & Bodenfors, says: “We’ve always pushed and broken boundaries with our creative work at F&B. iZettle is doing in the payments industry what we do with our campaigns therefore it was a perfect partnership for us; we think alike and have the same approach. The ‘big things start small’ campaign resonates well with small businesses and we’re looking forward to executing this with iZettle.


For further information please visit www.12hourstore.com and www.izettle.com.