Fresh Kicks first launched it was during the 2010s that the demand for high end sneakers shot up so therefore after years of planning and saving to start his own business Mitchell Lawrence started up his own sneaker store. As the years went on he worked to increase the amount of contracts he could get with different brands so that his stores had as many options for the customers as possible. Then the company went off and Mr Lawrence gained enough income to refurbish his store so that it looked more modern and so that it looked more like current stores. It was in early 2017 that Mitchell Lawrence opened a chain of 5 more stores accross the UK, as expected business in all stores increased so that give the company more opportunities to reach out to more brands to expand the options of the customer, we now have brands such as Gucci, Louis Vuitton and Burbery. Plans have already been set into motion to open more stores in shopping centeres such as Lakeside and Bluewater, this plan will not go into motion until all the research has been conducted to see if customers would go to the store.