Meet the small retail businesses driving retail forward
NRF’s Small Retail Business Spotlight highlights exceptional small retailers who are innovating, inspiring and making a difference in their communities.
February 2026 Spotlight
Richard Brown
Founder, Proof Culture
Cleveland, Ohio
1. Tell us the story of how your business started. What inspired you to open your doors?
My sneaker care company, Proof Culture, started from a dream I had. I literally dreamt about the business idea and the name, woke up in the middle of the night and immediately bought the domain, then built the brand around creating solutions I personally needed to keep my kicks fresh.
2. What’s one challenge you’ve faced as a small retailer, and how did you overcome it?
Staying lean and responsive in a fast-changing market has been one of our biggest challenges. I tackled it by being an early adopter of AI, using data to understand our costs in real time and making margin-driven decisions, especially when navigating tariffs.
3. What’s next for your business? Any exciting plans, goals or dreams on the horizon?
We’re building an AI-powered business operating system for ecommerce brands, designed to help founders make faster, smarter decisions. As this evolves, we’re preparing to expand internationally in 2026 and continue to work toward a long-term dream of launching our own sneakers.
Check out NRF's January 2026 spotlight.
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Apply to be featured
The NRF Small Retail Business Hub's monthly spotlight program elevates the personal stories of small business owners who help shape and strengthen communities across the United States.
Read more on eligibility, selection and apply to be considered.
Eligibility
Small retail businesses with less than $38 million in annual revenue and fewer than 500 full-time employees. See prohibited product categories.
Selection
NRF will have full discretion in choosing the businesses featured each month.
Promotion
Featured retailers will appear on the NRF Small Retail Business Hub website for the full month. Each spotlight will include written stories about the business and may include video content.
NRF will also promote each business across its social media channels throughout the month. After their spotlight month, featured businesses will remain on the site’s archive page for ongoing visibility.
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Small Retail Business Spotlight Application
Prohibited product categories
Crib bumpers, Drop side cribs, incline sleepers, or car seats
Animal Products (fur from the killing of animals or cruel practice – mink, bearskin, angora, mohair); live animals; ivory/rhino or any endangered species
Critical Use Products – seek to save lives (CPR kits, emergency auto telephone dialer, etc.)
Invasive/Non-Invasive Self Treatment & Self Diagnostic Products
Breath Testing Devices and Breathalyzers
Drugs, Alcohol, Tobacco or Drug Paraphernalia
Supplements, folk medicines and snake oil remedies
Cosmetics using animal testing
Violent, obscene and pornographic materials
Weapons and weapon-related products
Profanity and banned words
Promotion of hatred, racism or intolerance including stereotypes on gender, nationality, race, religion or sexual orientation
Costumes that refer to specific cultures
Flags/Maps shown in destructive manner or manipulated
Nudity or sexual inuendo / sexualization of children
Gambling and wagering games/devices
Covert surveillance equipment (including surveillance drones)
High-risk recreation equipment
Fuel additives, gas mileage enhancers or other global hazmat related products
Currency with the exception of gift cards, collectible coins, or tickets
Unauthorized copies or reproductions of artwork that violate any copyright or trademark