As budding business owners across the borough are urged to take part in this year’s pop-up shop initiative, one of the first people to attempt the council-run scheme has spoken about how he has gone from Hoe Street to High Street.

Hovig Yardim took advantage of the opportunity to run a rent free space in Walthamstow last year.

Mr Yardim, the owner of Massis tea took the chance to see if his company would attract interest.

Now, one year on, he is serving customers daily from a unit in the West end.

He said: “Our stint in Hoe Street Central's pop-up shop in Walthamstow helped us shape our brand and image and we've since opened up our first cafe in partnership with MADD, right by Leicester Square station.

“Walthamstow's pop-up initiative gave us the chance to ‘test-run’ our product and marketing strategy, and without that incredible opportunity, we would be months behind on first hand research.”

Councillor Clare Coghill, Cabinet Member for Economic Growth and High Streets, said that she hopes people in the borough will take advantage of the opportunity to run a shop rate and rent free this year.

“The start-up costs of launching a business can be restrictive and knowing just how viable an idea might be is always going to be the acid test in terms of whether it can survive and grow into a going concern,” she added.

A new array of businesses will take up residence at the pop-up shop in Hoe Street, Walthamstow from September 22 through until the end of May.

The Council is also considering applications from prospective business owners who would like to occupy the unit at 76 Old Church Road, Chingford.

For more information about the businesses that will be featuring at the Hoe Street shop or to apply for a slot at the Old Church Road unit, go to the Council’s website at www.walthamforest.gov.uk/loveyourhighstreet