About the business
Elliot Rhodes opened for business in November 2004 as the brainchild of Justin Rhodes who believed that the belt has been an overlooked accessory for long enough! As the UKâs first custom belt retailer, the business allows you to inter-change belt straps and buckles to create something individual and stylish.

Judges comments
The judges all felt that this was a strong, innovative new concept. The business has managed to secure an impressive location for it's first shop (traditionally very hard for a startup business) and has been excellently fitted out reflecting a strong appreciation and understanding of the target market. The brand has also been well developed, with great press coverage secured in the fashion/style press. Elliot Rhodes has already experienced strong sales to date confirming consumer demand for the products and with further growth plans based around concessions in department stores and their own website, the judges felt that the business has excellent potential.