Retail Maverick Challenge 2025

The application phase will run from 18 June and will end on 25 August 2025, 2359 (SGT/GMT+8).

Eligibility for Application

Participating retail brands must have a brand presence in Singapore.

Startups may apply only in joint partnership with a retail brand owner that already has a brand presence in Singapore.

Criteria for Submission

During the application phase:

1. Register on the platform.
2. Complete the participation form.
3. Submit a 5 to 10-slide PDF proposal deck, including the following details:
   
   • Concept Overview
     Describe your overall retail concept and the inspiration behind it. What experience or transformation are you bringing to the physical retail space?
     
   • Customer Journey & Experience
     Outline how customers will interact with your concept from start to finish. Highlight key touchpoints, experiential elements, and the engagement strategy.
     
   • Value Proposition & Differentiation
     What makes your concept unique? Highlight the benefits for customers, the brand, and how your approach stands out from typical retail formats.
     
   • Operational Impact
     Share how your concept leverages manpower or space efficiently, and any anticipated savings in operations, staffing, or cost. If applicable, note any sustainable practices.
     
   • Brand Story & Strategic Fit
     Explain how the concept supports your brand’s identity and growth trajectory. How does this initiative strengthen your brand’s story, values, or long-term vision?
     
   • Performance & Traction
     Share relevant KPIs or milestones to date. If this is a new concept, include forecasted outcomes and metrics of success for 2025/2026.
     
   • Team & Execution Capability
     Introduce your team and explain your ability to bring the concept to life — including relevant experience, expertise, and any commercialisation or expansion plans.
     

Retail brands are welcome to put forth several novel groundbreaking concepts by creating new participations, should you have more than one experiential concept to submit!

The deadline for the submission will be on 25 August, 2025 at 23:59 [GMT+8]. Please note that all the deliverables must be submitted in English.

The shortlisting of retail brands will conclude by 12 September 2025.

During this phase, proposals will be evaluated and the most innovative solutions will be selected to proceed to the clarification phase.

Shortlisting criteria

Participating retail brands will be evaluated according to the following criteria:

1. Innovativeness of the concept proposal and technology (30%)
2. Immersiveness and Engagement (30%)
   
3. Feasibility – assessment will focus on the proposal's operational viability for period of up to 1 year, along with clear plans for sustainable operations and potential scalability beyond the initial phase (20%)
4. Relevance and Benefit of Concept to CLI's Retail Ecosystem (20%)

Clarification phase will conclude by 10 October 2025.

During this phase, CLI and EnterpriseSG will conduct 1-to-1 sessions with shortlisted participants for further discussion and clarification, e.g. via online calls or through the challenge platform.

Finalists will showcase their proposals to a panel of assessors from EnterpriseSG and CLI.

Brands may commence discussion with their respective participating malls on the next steps, if participating malls perceive a greater potential for further collaboration.