The Queen's property manager has set up a pop-up shop in Piccadilly to encourage entrepreneurs of the future.
A Piccadilly store has been donated by the Crown Estate for six weeks to allow 60 British start-up businesses access to one of the country's most prestigious shopping destinations.
The retailers include a tweed jacket designer and a Scottish shortbread manufacturer, while other wares on offer will include handmade leather dog accessories and china tea cups and saucers made in Stoke-on-Trent.
The store is run by PopUp Britain, the retail arm of national enterprise campaign StartUp Britain.
The campaign says that 70% of all new businesses are now started at home and operate online.
But it says such businesses need "face-to-face feedback" on their products and to understand retail through short-term "bricks-and-mortar" experience.
StartUp Britain co-founder Emma Jones said: "Securing a store like this in St James's Piccadilly is like hitting the retail jackpot.
"We expect to be inundated by applications from British start-up businesses eager to get their products onto one of the busiest shopping streets in the world.
"We are honoured to have secured such decisive backing from the Crown Estate. It means we can offer an incredible experience to British start-ups - something that otherwise wouldn't be achievable for many fledgling brands."
James Cooksey, head of the Crown Estate's St James's portfolio said: "Encouraging emerging new brands is a really important part of our long term vision for retail in St James's which will see us further enhance the area's reputation as a destination for quality shopping."
