Retail start-ups have until midnight on Sunday to enter for the chance to sell their products to shopping giant John Lewis.
Twelve firms will get the chance to convince the department store to stock their products at a face-to-face session on April 9.
Milton Keynes is one of the first John Lewis stores in the country to stock cushions and outdoor products made by a home-based mum-of-three who won a pitching competition.
Former gilt trader Julia Hunter started her Oily Rag business two years ago from home as a side line, and pitched her ideas for cushions, waterproof bunting and tablecloths to John Lewis after entering a PitchUp competition run by StartUp Britain.
John Lewis buyer Nicola Gidlow said they had been overwhelmed by the popularity of PitchUp.