As the second cohort prepares to graduate, global fashion brand Kurt Geiger announces the expansion of its Business by Design Academy (BBD) – a fully funded career incubator for young creatives.
On 1st April 2025 applications will open for the third cohort of London-based students, increasing the number of places by 50%. For the first time, and beginning in Autumn 2025, the Academy will become available to young people across the UK, not just based in the capital, through a newly digitalised programme.
Launched by The Kurt Geiger Kindness Foundation in January 2024, BBD was created to break down barriers for young people — particularly those from underrepresented backgrounds — seeking careers in the creative industries. The free seven-month, AQA Unit Award-accredited programme is based at Kurt Geiger’s Farringdon headquarters and covers all student expenses, including support for those with caring responsibilities or financial barriers. The Academy provides weekly masterclasses and training sessions, one-to-one mentorship, and seven weeks paid work experience at Kurt Geiger, covering departments such as design, buying, digital marketing, and merchandising.
This April, 33 students in the Class of 2025 will celebrate their graduation from the Academy, following the success of the inaugural cohort in 2024 – of which 30% are now in full-time roles at Kurt Geiger, with others progressing into studies or creative careers elsewhere.
Neil Clifford, CEO of Kurt Geiger, says: “We launched Business by Design to give young people the ladders they need to climb over the walls that too often keep them out of this industry. Retail is the largest private sector employer in the UK, yet it’s often overlooked as a rewarding, creative career. We’re committed to providing access to the industry — especially for those who wouldn’t otherwise have a way in.”
Despite contributing £124 billion to the economy and employing 2.4 million people the sector continues to face stark inequalities:
Only 17% of creative industry workers come from working-class backgrounds
86% of internships in the creative sector remain unpaid, excluding those who can’t afford to work for free
43% of young people have an interest in working in creative fields whilst 42% of them feel it’s too difficult or expensive to consider entering the industry
From Autumn 2025, young creatives nationwide will be able to access the Business by Design Academy through its new online platform — offering the same syllabus, masterclasses, mentorship, and even opportunities for in-person experiences. The opening date for applications will be announced later in 2025.
The expansion of BBD comes at a critical moment in the UK. According to data released in February 2025 by the Office for National Statistics, the number of 16–24-year-olds not in education, employment or training (NEET) rose by 100,000 in the last 12 months reaching an 11-year high. With an estimated 13.4% of young people NEET between October and December 2024, many talented young people risk being left behind, particularly outside major cities.
Clifford continues: “Governments can’t do everything. We believe it’s our responsibility to support the next generation of creative talent. Ever since our first cohort graduated, I’ve dreamt of making Business by Design available beyond London. There’s untapped potential in every part of the UK, and by digitalising the programme, we’re opening doors to more young people than ever before.”
Sophia Johnson, Head of Business by Design Academy, adds: “We are equipping students with the core skills and confidence they need to succeed in the creative industry—whether they aspire to be designers, buyers, or other industry professionals. As we introduce the Nationwide Academy, we are bridging the gap between education and employment, providing an immersive and transformative experience for young people across the UK.”
The Kurt Geiger Kindness Foundation, which has raised over £2.3 million since its launch in 2022, funds Business by Design. The Foundation partners with grassroots organisations to boost creativity in young people and make a positive difference in communities.
Clifford says: “Britain’s creative spirit is one of its greatest assets. We want our industry to reflect the diversity of our society—not just because it’s right, but because it leads to better creativity, better ideas, and better business.”
The Academy’s success demonstrates this principle. Following the pilot programme in 2024, 30% of graduates are now employed at Kurt Geiger, and the company expects this number to grow with each intake.
For more details on Business by Design, and for directions to apply, please visit www.kurtgeiger.com/business-by-design
