People with a great product which has captured a big online following have a chance to break through onto the high street later this month, when leading department store John Lewis invites them to pitch for a spot in the firm's stores and on its website.

The retailer is collaborating with StartUp Britain, a group formed by a number of leading entrepreneurs, in a Dragons' Den-style event at which buyers from the top retailer will be present.

Winning entrepreneurs will have their products scrutinised and refined by a group of mentors, who will aim to get them onto the shelves at the group's 37 stores across the UK.

John Lewis' and StartUp Britain's programme, called 'PitchUp', promises everyone who registers for the one-day event, in London on Tuesday October 23, a chance to make a 10-minute pitch directly to the buyers present on the day.

Anna Rigby, head of buying, home accessories and gifts at John Lewis told Tamebay.com: “Through PitchUp we’ll be looking for new products and services from emerging British-based talent that will delight our customers.

"We are particularly keen to find new products that offer innovation, function and unique design combined with a commercial edge and we look forward to working with a range of talented businesses and playing our part in helping to nurture Britain’s future retailing talent“.

Applications are being taken online, via www.startupbritain/pitchup, until next Monday, September 17.