Founder Insights: Ami Rabheru on Launching co.lective and the Future of Independent Retail

Let’s start with the spark behind it all, what inspired the creation of co.lective and how did your own founder journey shape the idea?

The inspiration for co.lective really came full circle from my own experience as a founder of a product business. When I left my corporate career 11 years ago, I launched a fashion brand, and that's really where my journey with pop-ups began. As a founder juggling all the balls, I didn’t actually get around to launching a website for the first two years... Instead, I grew purely through the power of pop-up shops. By the time I finally launched a website, I already had a loyal community of customers who knew, trusted and championed my brand. No ads, no algorithms, just genuine human connection... Over the years, working with other founders through Retail Huddle, I kept seeing the same problem: incredible independent brands with retail-ready products but struggling to cut through the noise. Getting shelf space is harder than ever... Empowered by my own journey, co.lective was born. It’s a space where next-gen, purpose-driven brands can step into premium retail, connect directly with customers, and learn fast, without the cost or complexity of doing it alone.

You describe co.lective as an “incubator kiosk.” For those unfamiliar with the concept, what does that actually mean in practice?

An incubator kiosk isn’t just a space to sell; it’s a launchpad. Each week, new brands rotate through for a focused retail sprint that lets them showcase products, connect with customers, and test and learn. Every line-up is carefully curated to avoid overlap and create synergy. The best part is seeing founders return, booking additional weeks or longer-term placements.

You’ve talked about the challenge of getting shelf space with major retailers. What gap did you see in the market, and how does co.lective aim to fill it?

Every founder dreams of getting shelf space with the big retailers, but the reality is, that shelf space is finite. Not everyone gets through the door, no matter how brilliant the products. I saw that challenge firsthand and thought, why not create our own shelf space? So, we built it, right in the centre of Westfield London. co.lective pop-up gives digital-first, purpose-driven brands the visibility and credibility of premium retail, without the barriers or the bureaucracy.

The “Unboxed” concept is such a clever nod to the digital world. How did you translate that sense of discovery and anticipation from online shopping into a physical space?

Unboxing is one of the most joyful digital moments, that excitement of discovery, anticipation, and storytelling. We wanted to translate that emotion into a physical space. "co.lective UNBOXED" reimagines the e-commerce ritual for real life... We wanted something familiar but reimagined. The shipping box is symbolic... represents the journey from online to in-person. We played with that visual language: "Handle with curiosity," and "The next hot thing." It's playful, tactile, and instantly communicates that co.lective is where digital discovery meets real-world experience.

You’ve already hosted some exciting activations, from seasonal campaigns to cultural moments like Diwali. What moments have stood out for you most so far?

We’ve seen a real mix and learned valuable lessons quickly. The kiosk thrives on impulse and curiosity, which means visual storytelling is everything... A standout moment for us was our Diwali campaign, where we brought a cultural celebration to the heart of Westfield. Seeing shoppers connect with those stories and products was incredible...

Building community seems to be at the heart of co.lective. How are you fostering that sense of collaboration between founders?

Community is at the heart of what we do, we have intentionally designed the model to be collaborative. Founders share insights, swap tips and co-create promotions. It's peer learning in action...

Beyond the space itself, you also offer mentoring and training through Retail Huddle. How do you support founders as they prepare to take their brands into premium retail?

Our role goes far beyond just providing a kiosk, powered by Retail Huddle we’re partners in helping brands succeed. Every founder joins an induction session before their pop-up, where we cover everything from visual merchandising best practice to storytelling and customer engagement...

With your background in buying, curation must come naturally. How do you decide which brands join co.lective and how do you keep the line-up fresh and relevant?

Having spent 20 years in retail buying, curation is... most natural. We align closely with the retail calendar, then add our own twist to make it relevant, fresh, and experience-led. Retail is ultimately about placemaking... We went in with one idea, but quickly evolved... Beyond that, we look for brands with strong brand identity, purpose, and openness to learn and collaborate.

The conversation around the “future of retail” is ever-evolving. From your perspective, what does the next chapter look like for independent brands in physical retail spaces?

For independent brands, it’s the ultimate playground to meet your customers, test and learn in real time and build trust... The brands winning today are the ones that blend digital reach with real-world relationships.

What would you say to emerging founders looking to make that leap from digital to physical retail?

Get clear on your positioning, it’s your superpower. It defines your product range, price point, marketing, and how you show up... It’s what sets you apart, helps you stand out, and builds conviction when things get tough... Don’t underestimate it, clarity builds confidence, and confidence opens doors.

Quickfire Round

Define modern retail in one word.

HYBRID. But it’s not about being everywhere, focus on building an ecosystem where your customers can discover, shop, and connect with you seamlessly.

What’s one lesson every founder should learn early on?

 Keep it simple, don’t chase every idea. Instead, 'Simplify to Amplify'.

And finally, what’s next for co.lective?

We’re only just starting, but in 2026 we already have plans to scale co.lective, expanding into new locations, new formats, and new collaborative partnerships. We’re creating more ways for next-gen founders to connect with customers in real life. We’re only just getting started!

Want to hear more from Ami?  You can catch her at Top Drawer SS26 at Olympia London,  11-13 January 2026. Registration is live, make sure you are there! 

Website: https://colectivepopup.shop/signup/
Instagram: https://www.instagram.com/co.lectivepopup/

Retail Huddle: https://www.retail-huddle.com/

Ami Rabheru: https://www.linkedin.com/in/amirabheru/

Press Contact: Katie Searles, katie@retail-huddle.com