The Shift 100 has been put together to identify retail technology entrepreneurs who are bringing new ideas and products to market, creating integrated customer experiences and leading the move away from traditional ‘clicks and mortar’ e-commerce.

These entrepreneurs have been selected because they are dynamic, agile and shifting gears. They have brought an innovative product to market, cleverly harnessed a technology or process, led the revolutionary execution of a new technology and disrupted their markets.

Jonny Sitton and Daniel Price have been recognised within retail technology Shift 100 in association with KPMG Small Business Accounting.

Jonny Sitton founded My 1st Years with his best friend Daniel Price. They decided to found the business after one of their friends gave birth and they struggled to find a ‘timeless yet original gift, both truly personal and which wouldn't break the bank’.

Twitter @my1styearsFacebook @My1stYearsInstagram my1styears

Five years on and they have expanded from personalised baby shoes to a wide range of products including a signature luxury gift box free with every gift. They now have a concession in Selfridges.

USP: Offering personalised baby gifts.

To view the full Shift 100, click here.