Sook’s Vision is Space to Connect. Sook spaces are a portal to infinite in-real-life opportunities for brands. Everything from product launches, influencer events, living adverts, PR events, live streaming, brand collaborations, and more; everything is possible in a Sook Space. ‘Sook is on a mission to revolutionise the high street, championing hyper-relevant consumer connections in the moments that matter. Founded by John Hoyle in 2019 from an empty restaurant in Cambridge, Sook offers flexible, sustainable, digitally-enabled ‘pop-up’ space to any brand, business, or community who needs it – whenever they need it – in prime retail locations.

‘Sook transforms empty shops into adaptive, pop-up spaces and it does this by installing a modular digital fit-out, which occupiers can design and curate online. The Sook model removes the inefficiencies and cost of a traditional fit-out and allows multiple occupiers to use the space throughout the day.’

Sook is the 6th company in which Tobin Capital has invested within the last 18 months, taking its portfolio to 15 brands. Alongside Sook, Tobin Captial invested this year in PSYKHE AI, the machine learning platform, and Tastily, the subscription meal delivery service.

Commenting on the investment, Luke Tobin said:

“I am thrilled to have invested in the game-changing business Sook. At Tobin Capital, we are looking to expand our portfolio with like-minded, sustainable and forward-thinking brands. Sook is on a mission to revolutionise the high street by offering sustainable, digitally enabled popup spaces, making this an exciting venture to be part of.

“Sook is aiming to reduce the negative impact of the UK high street losses, removing the inefficiencies and cost of a traditional fit-out and allowing multiple occupiers to use the space throughout the day. At Tobin Capital, we are aiming to support e-commerce businesses in staying on top of the changing consumer demand, and I am thrilled to be a part of this journey.”

About Luke Tobin, Founder of Digital Ethos & Tobin Capital

Luke is a serial entrepreneur and tech investor. His passion and drive allow him to stand out. Inquisitive and creative in nature, Luke offers a unique perspective on how to scale businesses.

Luke founded Digital Ethos in 2014 and has successfully grown the company into one of the fastest-growing and most respected marketing agencies in the UK. Luke’s ambition at Digital Ethos is to add a personal touch to digital marketing. Passionate about boosting client’s digital marketing strategies, the team of 40+ digital marketers are on hand to support businesses of all shapes and sizes. Offering SEO, PPC, Social Media, PR, Web Development and Influencer Marketing services.

Whilst scaling his agency, Luke was awarded the Great British Entrepreneur of the Year 2020 in the Service Industries category for the Midlands, showcasing his wonderful and diverse entrepreneurial talent. As an investor Luke holds a special interest in Eco Tech, he is actively looking to expand his network and impact, with current investments and advisory positions in various businesses in the space, including; Earthly.org, Efficient, Foundlifestyle.com, Ecologi.com and bazarapp.co.uk.

About John Hoyle, Founder and CEO at Sook

John Hoyle is an entrepreneur and real estate professional focused on developing social ventures for profit in the UK and beyond. After a career as a Platoon Commander with the British Army serving in Germany, Iraq and London, John became a development manager in Abu Dhabi, and – on his return to the UK – worked for the London Organising Committee of the Olympic Games, and Grosvenor Estates.

John founded Sook in 2019 to address the acute problems facing the UK High Street. In particular John was interested in addressing the imbalance in the relationship between landlords and occupiers so that both sides could thrive in a much fairer and mutually beneficial way. Since then, John has opened Sook spaces on London’s Oxford Street and South Molton Street, in Livat Hammersmith, Southampton, Cambridge, Birmingham, Leeds, Gateshead, and Edinburgh, with significant UK and international expansion planned for 2023 and beyond. He lives in Cambridge with his young son.