The York Lifestyle Group is an association of a dozen independent businesses operating under the home, garden and leisure banner.

The group was founded in 2012 to enable the members to enhance their marketing efforts and to share best practice.

In the short time the group has existed, several members have already exploited the natural synergy that exists between their businesses, working together to satisfy customer needs. They have also brought all their products and services together under one roof by staging the York Lifestyle Exhibition 2013.

To build on those achievements, they are now hoping for recognition in the Retailer of the Year category at The Press Business Awards 2013.

Founder member Steven Whitt said: ‘‘The independent businesses in and around York which form the York Lifestyle Group operate in a highly competitive marketplace and are up against the big multiple site retailers, department stores and online stores.

‘‘Working together has allowed members to make special price offers across the group while collaborative marketing and sharing of best practice improves efficiency and drives down costs which can, in turn, be reflected in pricing and promotional offers.

‘‘Group members mainly provide products and services which are discretionary purchases for customers. Although price is an important factor, customer service and engagement as well as referrals are critical factors in the buying process for the type of businesses represented.’’ The York Lifestyle Group is all about members working together to raise awareness amongst their various client bases and helping to promote the services of their fellow businesses. Since coming together, participants are now actively using social media such as Facebook and Twitter to cross-promote products and services and even exploring the use of video and in-store TV as promotional opportunities.