WELCOME TO SHIFT RETAIL LAB
Here, failure is an option.
Successful innovators and entrepreneurs take risks and never give up. When you take a risk, failure is an option, and often the quickest way to learn and improve. Shift Retail Lab provides an important space for entrepreneurs to test their ideas through sales and customer feedback.
This alternative type of retail offers a lab-type approach for creative thinkers and doers from a wide range of backgrounds to put their ideas into action. Shift customers have the opportunity to take an active part in developing ideas into successful products and services ready to go out to market.
Make & Mingle with University College
Open Hours start Aug. 19
Monday through Wednesday from 12-3pm
Shift Retail Lab | 1235 W Broad Street
Curious about what the new University College is all about?
Join us at Shift Retail Lab for hands-on activities, casual convos, and a fun way to meet other students and staff. No RSVP needed—just drop in when you can!
SHIFT Retail Lab named winner
The next generation of entrepreneurs won’t be stuck in the classroom.
Virginia Commonwealth University reimagines entrepreneurship training with its Shift Retail Lab, a winner of 2023’s Innovation By Design Awards for Fast Company.
Join the Shelfie Program
How it Works
Our Shelfies have about a month to showcase and test their ideas. They could be working on a product or service that is already developed or starting at the beginning, with just an idea. During their month at Shift they will receive seed funding and programming that includes a bootcamp, Feedback Friday, and group pop-up market.
Each semester there are multiple opportunities for current VCU students, alumni, and community founders to test their products, services, and ideas on the shelf at Shift. Our application isn't really an application, we just want to hear more about your idea or product. Fill out the form below and we will be in touch!
FALL 2025 Application & Cohort Dates
Cohort 1
Application Deadline
Sept. 3
Cohort Schedule
Bootcamp
Sept. 6
Pitch Workshop
Sept. 12
Pitch Practice
1 required
Sept. 23 | Sept. 25
Feedback Friday
Sept. 26, 4-6pm
Cohort 2
Application Deadline
Sept. 24
Cohort Schedule
Bootcamp
Sept. 27
Pitch Workshop
Oct. 3
Pitch Practice
1 required
Oct. 14 | Oct. 16
Feedback Friday
Oct. 17, 4-6 pm
Cohort 3
Application Deadline
Oct. 15
Cohort Schedule
Bootcamp
Oct. 18
Pitch Workshop
Oct. 24
Pitch Practice
TBA
Demo Day at Feedback Friday
Nov. 14, 4-7 pm
Events
Attend an Event
We host many events at Shift Retail Lab and you are invited!
The events at Shift are designed to inspire diverse talent within the VCU community, build community and support entrepreneurship.
Host an Event
Our space makes a great venue for any of your events!
From happy hours and fashion shows, to concerts and speaking events, we are happy to help make your event a success.
FAQs
Shift Retail Lab at VCU is a multifunctional retail space where past and present VCU students can showcase their work to gain insights and test their products, services, and ideas with real world customers.
Please fill out one application per team, idea, and/or product. All VCU students and alumni are welcome to apply!
If you are a not a current student and are interested in getting involved, please contact us at shiftretail@vcu.edu
Take our micro-credentials in Design Thinking, Business Model Canvas, Art of the Pitch, and Digital Literacy.
Micro-credentials are short, flexible, asynchronous learning modules designed to help participants develop the specialized, job-ready skills.
Complete our micro-credential courses to earn Credly badges and share on your LinkedIn profile!
Yes! Our classes are open to all VCU Undergraduate and Graduate Students!
It depends on the product. When you browse the shelves at Shift you may see some items fully formed and ready to buy. You will also see projects that need a little help. This is the magic of this alternative type of retail where customers take an active part in developing ideas into successful products and services ready to go out to market.
If a student entrepreneur has their product for sale, you can purchase through their POS. Students may use an ecommerce website, Venmo, or CashApp.
Are you a VCU graduate? Do you own your own business? We want to know!
The Office of Alumni Relations wants to learn more about our alumni entrepreneurs so that we can support them whenever possible. By collecting the names, addresses and types of companies, we are building a database of VCU alumni-owned businesses.
Donate to our Shift Student Founders Fund to provide resources for their success.
Join our monthly newsletter to stay up to date with our student entrepreneurs and upcoming events!
Invest in Shift Retail Lab
Financial contributions to the Shift Retail Lab go directly to supporting student entrepreneurs who are looking to test their ideas, products, and services through sales and customer feedback.
Our Partners
Shift Retail Lab at VCU is brought to you by the
VCU da Vinci Center for Innovation.
Construction of Shift Retail Lab was made possible by a partnership with Mark Hourigan and Hourigan Group.
Branding created by students from VCU Brandcenter.
