A retail specialist that enables consumers to try out a range of in-home products prior to purchase is going from strength to strength following the opening of its first interactive showroom, supported by Lloyds Bank.

London-based SITU LIVE has opened at Westfield in White City, where shoppers are invited to immerse themselves in the latest innovation products – from smart home devices to ovens and gym equipment – before scanning a QR code to find out their best option for buying their chosen product online.

The business was set up in 2016 by Warren Richmond, who wanted to help change the way consumers shop for such products. After time spent conducting research to ascertain the perfect retail experience and building relationships with brands, SITU LIVE now offers shoppers a highly-energetic experience and employs 50 people at the Westfield site, including actors or ‘story tellers’ hired through the Royal Society of Arts. The Westfield shop opening was made possible by a seven-figure loan from Lloyds Bank.

Founding CEO Warren Richmond said: “SITU LIVE is all about changing the relationship between brands and this new generation of shoppers for the better. Consumers are increasingly buying online, but often after trying out in store first. What we’re doing is bringing that trend under one roof, with a vast range of products used throughout the home, making things easier for brands and shoppers alike, with some experiential theatre thrown in.

“The support from Lloyds Bank helped us to get open, and the team there backed us right from our initial concept, sharing our belief that the in-person retail experience is not dead but urgently needs a fresh injection of energy.”

SITU LIVE also offers the brands it hosts, which include Bosch, Phillips, Hydrow and Hello Fresh, data on consumer purchasing choices, encouraging them to be competitive with pricing. And it offers shoppers daily talks on product categories ranging from home security to home cinema, and expert advice on incorporating smart products into their home or even building a smart home from scratch.

Warren Richmond set up his first business, Retail Marketing Group, in 2004, and has been a customer of Lloyds Bank ever since.

Victoria Griffiths, relationship director at Lloyds Bank, said: “Even before the obvious impact of the pandemic, the retail sector was facing the challenge of keeping up with consumer habits and the rise of shopping online. SITU LIVE is seeking to address this by enabling brands and consumers to still directly interact before the point of sale and, in doing so, revolutionise the sector. We’ll continue to be by its side and look forward to seeing what the future holds.”