Founder warns supermarket scams will lead to business failures

The Threat of Copycat Products to Innovation and Small Businesses

The rise of copycat products in the marketplace is causing concern among entrepreneurs and innovators, with one co-founder warning that it could lead to the downfall of small businesses and stifle creativity. Shiza Shahid, co-founder and co-CEO of Our Place, a kitchenware brand backed by high-profile investors like Gwyneth Paltrow and Jay-Z, has expressed her worries about the growing trend of supermarkets launching imitation versions of popular products.

Our Place, founded in 2019 by Shahid and her husband, has seen rapid growth in the UK despite the emergence of counterfeit items on the market. The company specializes in non-toxic, non-stick pans and collections designed with complementary colors and aesthetics. Social media, especially Instagram, has played a significant role in boosting the brand's popularity, including a collaboration with Selena Gomez.

Recently, supermarket chains such as Aldi and Marks & Spencer have introduced similar versions of Our Place’s best-selling “Always Pan,” which retails for £125, at a lower price point. This development has raised alarms for Shahid, who believes that these actions are harmful to innovation and small businesses.

Shahid explained that when she and her partner started Our Place, they used their own savings and spent two years working on the design before selling a single unit. She emphasized that large corporations copying these designs without regard for innovation or intellectual property rights are causing significant harm. "It will cause a lot of businesses to fail, and it will destroy innovation," she said.

She also pointed out that these companies are skilled in duplicity, making it difficult and costly for smaller brands to challenge them legally. However, Shahid noted that replica products often lack the same level of detail and quality as the originals. "We trust that, while not every consumer will see the difference, many will and many do," she added, highlighting that many shoppers prefer to support brands they believe in.

Aldi, one of the supermarkets offering knockoff products, responded by stating that they have always focused on providing high-quality exclusive products at the lowest possible prices. They claimed to ensure all their products comply with strict copyright laws and regulations. M&S has not yet commented on the issue.

Shahid, who also co-founded the Malala Fund with Nobel Prize winner Malala Yousafzai, described Our Place products as an "accessible luxury." Despite ongoing cost-of-living challenges, she noted that people are still investing in home and kitchen products. "The first thing you do is maybe you go out a little bit less, but then you still want the joy and the nourishment and the connection, and home cooking is a really great way to do that," she said.

Sales for Our Place have surged by 92% in the first quarter of 2025 compared to the same period last year, with over a million active customers. The company is also planning to open a shop-in-shop space within London department store Selfridges as part of its expansion efforts to compete with established brands like Le Creuset.

Shahid mentioned that Our Place attracts a diverse customer base, including younger consumers as well as men and women in their 60s. Many of its products, such as the countertop "wonder oven," appeal to single-person households and small families.

As the competition intensifies, the future of innovation and small businesses remains uncertain. With the continued threat of copycat products, the need for stronger protections and support for original creators becomes increasingly vital.