INDEPENDENT shops have backed a new app to promote Brighton’s unique retail character.

Innovative marketplace app StreetHub held its launch party in collaboration with some of the best independent shops in the city.

StreetHub, a website and smart phone app, links people in the street with quality products in nearby shops.

It uses geolocation technology and was founded in London before expanding outside the capital for the first time last week with its launch in Brighton.

Fifteen shops in the city have now signed up after recognising the app’s pro-independent ethos.

Hannah Clark, manager of Edited on Gardner Street, where the launch party took place, said: “Brighton’s eclectic vibe fits this idea.

“It’s nice to sign up to an app which is independent like us.”

Esther Cox, assistant at Unlimited on Church Street, said: “You are a local business but you actually have to have a national presence and this helps with that.”

Ella Wells, director of Our Daily Edit on Ship Street, said: “Independence is part of Brighton. Landlords are keen to rent their space to independent shops. They’re reticent about leasing to chains.”

Marketplace services such as Click and Collect – buying online and picking up in store – are proven to increase customer spending and are used by most retail chains but only 2% of independent stores.

Daniel Siemaszkiewicz, sales associate at StreetHub, said: “This is about closing that gap with the big corporate guys.”

The business was co-founded one-and-a-half years ago by Maxim Berglund, Mandeep Singh and Alex Loizou who had backgrounds in retail and finance but wanted a new challenge.

Mr Berglund said: “For me this is about the relationships you build, people meeting people. It’s not all about online. Shops want people to go into shops, they’re paying rent.

“And especially with fashion people want that touch and feel.”

Brighton’s independent spirit is not the only reason these businesses got involved. StreetHub is backed by £1.2m from Index Ventures and Octopus Investments, and with more than 25,000 downloads and 11,000 products says it beats market competitor MyHighStreet.

Mr Berglund explained: “Ours is a more curated product. We make a subjective choice about shops we partner with. We hope to expand to Edinburgh and beyond.”

Other shops to join up are Brighton Photography, Lavender Room, Little Beach, Simon Carter, Collectif Brighton, DOWSE, Workshop, FAIR, Papillon, Present in the Laine, Lollipop Shoppe.

StreetHub is available at the Apple store. Edited and participating shops can be found at www.northlaine.co.uk