The SURI Story: From D2C Startup to Target Shelves in 3 Years

Millions of people are already shopping with AI. It's rewiring how customers discover, browse, and buy products - and we're really just getting started. Deann Evans, Shopify's Managing Director, EMEA, joins Natalie Berg to share how Shopify is building AI into the fabric of commerce and what that means for retailers over the next 3–5 years.  We dig into agentic commerce, unified commerce, and how retailers can offer a consistent experience across stores, apps, marketplaces and AI assistants. We also dive into ecosystem shifts like the Universal Commerce Protocol (UCP) – and what it means when your products, prices and inventory start surfacing directly inside AI-led experiences, not just on your own site.  For GMs, CX leaders, e-commerce heads and board level strategists, this episode offers a clear lens on how AI is reshaping the retail landscape – and the decisions you need to prioritize now to stay relevant. TIMESTAMPS 2:15 – How AI Already Shapes Everyday Shopping / 6:45 – Agentic Commerce – From Discovery to Purchase / 12:30 – Unified Data Foundations – Building a Single Source of Truth / 17:00 – Trust, Control & Governance – Where Humans Stay in the Loop / 22:15 – Execution Playbook – Moving from Pilots to Production / 27:30 – Key Actions for Retail Leaders  🔔 Subscribe to Retail Disrupted for weekly insights from the leaders and disruptors shaping the future of retail. 

What does "luxury" mean when your brand is over 300 years old, your customers span Gen Z to Royal Households, and your products have to delight both online and in-store? In this Retail Disrupted episode, Fortnum & Mason's Director of Buying for Hampers, Fashion, Beauty & Home, Jo Newton, lifts the lid on how a heritage icon stays radically relevant. You'll learn: • How Fortnum & Mason defines modern luxury beyond logos and price • The role of "joy" as a core KPI for products and experiences • How tight supplier relationships fuel innovation without diluting heritage • Why gifting, hampers and service are being redesigned for a new generation of luxury customers Plus a little bit of Fortnum & Mason trivia – from Charles Dickens being a fan to the invention of the Scotch egg! 🤝 This episode is brought to you by The Richmond Retail & eCommerce Directors' Forum, where Jo will be continuing the conversation on protecting brand equity while still evolving for the future of shopping. Retailers, there's still time to register your interest here: https://richmondevents.com/forums/details/ret26    

What happens when a major retailer hands the reins to AI? In this episode, Natalie Berg is joined by Simon Ellis, Head of AI Transformation and Enterprise Architecture at Pets at Home, to unpack how AI is quietly reshaping the way we shop – from loyalty and personalisation to agentic shopping and AI search. We dig into how Pets at Home is using AI to: - Turn a traditional loyalty scheme into a real-time, intelligent pet-care companion - Move from "segment marketing" to genuinely individual experiences at scale - Connect data across stores, vets and e-commerce to power smarter decisions - Prepare for a world where AI agents do more of the shopping for us 🤝 This episode is brought to you by The Richmond Retail & eCommerce Directors' Forum, where Simon will be taking part in our AI session. Retailers, there's still time to register your interest here: https://www.richmondevents.com/contact/request?Item=DelegateInvite&EventCode=RET26 THIS EPISODE IS FOR RETAIL LEADERS WHO WANT TO: - Understand the real opportunities of AI beyond hype and pilots - Work out where agentic shopping fits into their strategy - Futureproof their customer experience, loyalty and retail media plans - Learn how to organize teams, data and governance for AI transformation ABOUT MY GUEST Simon Ellis is Head of AI Transformation and Enterprise Architecture at Pets at Home, the UK's leading pet care business. He sits at the intersection of tech, data and commercial strategy – turning AI from a buzzword into measurable value across the group. ABOUT THIS CHANNEL Retail Disrupted™ is a Top 5% Global Podcast hosted by retail analyst and author Natalie Berg. Every episode is a strategy briefing for leaders navigating the future of shopping – from AI and agentic commerce to loyalty, retail media and store innovation. If you're a retailer, brand, investor or board member who needs clear answers on where retail is headed – you're in the right place. Subscribe for weekly learnings from the leaders and disruptors shaping the future of retail.

On this episode, Natalie Berg welcomes Tim Payne, Managing Director of Charles Clinkard, a leading UK independent footwear retailer with over a century of heritage. Join us as Tim shares invaluable insights from the frontlines of retail, detailing Charles Clinkard's remarkable evolution from a 97% in-store operation to a diversified business that has successfully transformed for a digital era. You'll learn how Charles Clinkard prioritizes customer service and meticulous brand curation as core differentiators in a competitive market. We dive deep into the intricate "SKU problem" unique to footwear - navigating vast sizing complexities, low stock holdings, and the ever-present challenge of markdown risk.  A highlight of this discussion is Charles Clinkard's pioneering work with AI. Tim details their successful three-year project, which led to a 6% sales increase alongside a 10% profit boost through saved margin and reduced markdowns. You'll learn how this foundational AI implementation is now paving the way for future operational efficiencies, including automatic replenishment and faster speed to market. This is an essential listen for retail leaders navigating the future of shopping, seeking to futureproof their businesses through unified inventory systems, data-driven decision-making, and a culture of continuous adaptation.

Delivery isn't a back-end operation anymore – it's a frontline customer experience. In this episode of Retail Disrupted, we unpack the psychology of delivery and why retailers are now held responsible for every knock, delay and "Sorry we missed you" card. District Marketing Director Morgan Rivers (UPS - UK, Ireland and Nordics) joins Natalie Berg live from The Delivery Conference to explore how choice, control and trust are reshaping last-mile strategy – and why 40% of cart abandonment is delivery-related. In this episode, retail leaders will learn: • How delivery has become a critical extension of your brand experience – not just the carrier's job • Why predictability often beats speed and how to design delivery promises customers actually believe • The optimal number of delivery options (and why too much choice kills conversion) • What the rise of lockers and out-of-home delivery really means for convenience and sustainability • How international shoppers think differently about delivery – and why "one size fits all" no longer works • Practical ways to communicate delays, failures and issues without destroying trust • How to prepare for AI, real-time tracking and new consumer expectations in the last mile This episode is brought to you from The Delivery Conference, powered by Metapack. Learn more here: https://www.thedeliveryconference.com/TDC2026  If you're a retail leader, GM or board member navigating disruption in e-commerce, fulfilment and customer experience, subscribe for weekly deep dives on the future of shopping.

The center of retail gravity has shifted. On this episode of Retail Disrupted, Natalie Berg sits down with Jonathan Reynolds, Associate Professor in Retail Marketing and Deputy Dean at Oxford's Said Business School, to dismantle the Western-centric view of retail innovation. They explore why the US and UK are no longer the primary testbeds for new concepts and outline the 3 Rules for Futureproofing Retail Strategy: Rule #1: Look East, Not West. Why innovation has migrated from New York/London to Shanghai/Seoul, and why Western retailers must study the Asian "ecosystem" model. Rule #2: Tech is a Catalyst, Not a Strategy. Jonathan warns against the "Tech Trap"—implementing solutions in search of problems—and explains why AI should enhance human capability, not replace it. Rule #3: Beyond the Transaction. Why the store must be a hub for experience, service, and brand media – and what that means for KPIs, retail jobs, and investment. They also debate whether AI and quick commerce will trigger a new wave of grocery e-commerce adoption – and what kind of culture retailers must build to genuinely futureproof their businesses.    

Retail is entering the age of Agentic Commerce – where AI agents don't just recommend products, they autonomously sense, decide, and act to achieve customer goals. In this episode, sponsored by NCR Voyix, Amit Acharya unpacks what this shift really means for enterprise retailers: why you must design simultaneously for two customers – the human in the aisle and the AI agent acting on their behalf – and why a unified commerce foundation is non-negotiable. You'll learn: What Agentic Commerce Actually Is – and how it differs from today's search- and recommendation-based systems. The Two-Customer Challenge – humans wanting inspiration, discovery and joy vs. agents optimising for relevance, availability and speed. Why Unified Commerce Is The Real Prerequisite – open APIs, microservices and a single source of truth so agents can access clean, decomposed data. From Months To Minutes – how modern architectures slash deployment cycles and reduce the risk of "working" 40-year-old systems. Store-Level Impact – from reducing self checkout interventions to using edge computing so stores keep trading even when networks are choppy. Featuring: Amit Acharya, Corporate Vice President of Product & Design for Retail Commerce, NCR Voyix  Hosted by: Natalie Berg, Retail Disrupted

How does a challenger brand disrupt a legacy category dominated by giants? SURI co-founders Gyve Safavi and Mark Rushmore have a few ideas. They join Natalie Berg to share how they're reinventing oral care with a sustainable, design-led electric toothbrush that consumers actually love to use.  We unpack how they quickly scaled from D2C startup to a multi-million-dollar business stocked in Boots, Target, Goop and other major retailers — all while maintaining their core mission: sustainability, design and performance.  We dive into:  Why the toothbrush market was ripe for disruption The "secret sauce" behind SURI's cult-like customer love Scaling challenges: under-hiring, cash flow, and staying true to mission How high-profile fans (from Sir Jony Ive to the Kardashians) became organic advocates US expansion and learnings from bricks & mortar Lessons for any challenger brand looking to compete with giants  If you're a retail, CPG or D2C leader looking to build more sustainable, design-led products – or to understand how challenger brands can take on incumbents – this conversation is packed with actionable insight. Don't forget to subscribe to the podcast and check out our relaunched YouTube channel!

Retail is evolving fast — but physical stores still matter more than ever. In this episode of Retail Disrupted, Natalie Berg is joined by Melissa Gonzalez — design strategist, entrepreneur, author of The Purpose Pivot, and Principal at MG2 — to explore the future of experiential retail, why digitally native brands are investing in physical stores, and how purpose-led leadership is reshaping the industry. From pop-ups and Gen Alpha to AI, wellness, and community-driven retail spaces, Melissa shares practical insights for brands navigating the next era of commerce — plus the personal wake-up call that inspired her new book. 🎙 Expect real talk on leadership, vulnerability, and what makes retail experiences truly resonate today. Melissa's book: The Purpose Pivot https://www.amazon.com/Purpose-Pivot-Dynamic-Vulnerability-Intuition/dp/1394329474   Melissa's podcast: Retail Refined https://marketscale.com/shows/retail-refined/  

Can "soft" skills really deliver hard numbers? In this episode of Retail Disrupted, Natalie Berg sits down with Matt Close, a 30-year Unilever veteran who proved that building a "happiness culture" isn't just nice to have—it's a massive growth engine. Matt served on Unilever's Executive Committee and led the €8B Global Ice Cream business for 8 years. During his tenure, he added €3B in growth by taking an end-to-end approach to transforming value creation. His secret weapon? Building what he calls a 'happiness company'. This episode is brought to you by The Richmond Retail & eCommerce Directors' Forum, where Matt will be hosting a session this April on how to create a people-first culture. Retailers: register your interest here: https://www.richmondevents.com/contact/request?Item=DelegateInvite&EventCode=RET26 IN THIS EPISODE, WE EXPLORE: The literal business case for happiness: How it drives risk-taking and entrepreneurship. Why culture matters just as much in the factory as it does in the boardroom. Quick commerce and other forces reshaping the ice cream category Leadership lessons from 3 decades at one of Britain's biggest listed companies. Listen here or head over to watch the video version on YouTube: https://youtu.be/4ZfjADu1DxY?si=IWEGChY62MAiRxBI