SIR Richard Branson and a panel of business heavyweights have chosen a Derby entrepreneur as the winner of its national StartUp award.
Ukrainian Igor Rubets' innovative Boxhug storage business was victorious in the final of the Virgin Media Pioneers Pitch to Rich competition.
Mr Rubets stood on one of his own boxes to deliver his presentation to business luminaries and gave them each a hug to conclude his pitch.
On the panel alongside Sir Richard were Peter Williams, co-founder of fashion brand Jack Wills; Nick Jenkins, founder of personalised greeting card website Moonpig; Holly Tucker, co-founder of online gift business Not On The High Street; and fastionista Dina Toki-O.
Mr Rubets said: "It was an incredible experience and there was a lot of tension backstage.
"The highlight for me was hugging Richard Branson and the rest of the panel. I wanted to show them my passion for the business.
"I'm really proud to win this award for Derby and want to build a brand that is recognised across the UK."
There were 500 entrants in the competition, 21,000 votes cast online, six finalists and one start-up winner, with Igor bringing home the top prize.
Mr Rubets walked away with £5,000 of investment and professional mentoring as well as the chance to network with some of the nation's highest-profile business people.
The company, based in Uttoxeter New Road, allows its customers to store items by the box and also offers a collection and delivery service.
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