Offcuts

On this episode, I sit down with Nico Willson, co-founder of Futsol, to talk about what happens when you look at the world's most popular sport and decide the brands serving it are getting it completely wrong. Futsol started from a simple observation: every other sport - cycling, running, boxing - had developed a culture and community around it that people actually wanted to belong to. Footbal...

On this episode, I sit down with Annica Rantala, CEO of Rapunzel of Sweden, to talk about what happens when you take a category dominated by professionals and salons and hand it directly to the consumer. Rapunzel is a Nordic pioneer in hair extensions - built on a direct-to-consumer model from day one, with 81% of revenue through their own e-commerce. We get into how that model works in practice:...

On this episode, we did something different - Offcuts went live in Stockholm in front of a room of commerce operators. I'm joined by two people who've each spent the best part of two decades inside consumer brands: Erik Arnewing, CTO at Stellar Equipment and twenty years at Sneakersnstuff before that, and Ola Ekerhov, who ran ecommerce at Acne Studios for sixteen years and now advises mid-...

On this episode, I ask whether a brand built entirely on restraint and considered growth can have a coherent relationship with AI. I sit down with Andrew Cottington, Director of Digital at Studio Nicholson, the London-based fashion brand known for its modular wardrobe, fabric-led design, and a customer base that tends to find it rather than be found. We dig into how a brand that deliberately avoid...

On this episode, I sit down with Sam Atkinson, co-founder of Swap, to get into one of the more interesting infrastructure stories in commerce right now. How do you build the back office that nobody wants to think about, and use it as the foundation for something that changes how people shop entirely? Sam played semi-professional football for West Brom until 18, studied law, worked at McKinsey, ran...

On this episode, I sit down with Jojo Regan, co-founder of MANORS Golf, to get into one of the more interesting brand building stories in British commerce right now. How do you take a sport with one of the strongest aesthetic traditions in the world and completely rewrite what it looks like? We get into the cultural moment golf is having, why they backed a creator over a tour pro, the 90s nostalgi...

In this episode, I sit down with Juan, CMO of Swap, to explore a question that's becoming harder to ignore: what does B2B brand building actually look like when the category you're marketing didn't exist two years ago? Swap covers a wide surface area - returns, logistics, package protection, cross-border operations, and now an agentic storefront. We dig into how you build a coherent br...

In this episode, I sit down with Lucas Wasniewski, co-founder and CEO of Flowlife - a Scandinavian recovery-tech brand on a mission to help people reach their full potential through an active lifestyle, enabled by technology. What started as a single product has evolved into an entirely new category within recovery, combining performance, health, and design, while scaling internationally with a st...

In this episode, I sit down with Henrik to ask a fundamental question for consumer brands: can you actually trust your data? Drawing on his experience scaling Babyshop and building Dema, Henrik explains why most brands don’t have a data problem in isolation. They have a decision-making problem. Marketing, inventory, fulfilment, returns, and finance all live in different systems, and once you try t...

In this episode, I sit down with Ben to talk through Shopify's Winter Editions 2025, now that the dust has settled from the initial announcements. Ben walks me through how Shopify approaches AI, both internally and for merchants. Inside the company, everyone has access to an internal LLM proxy and cutting-edge tooling. That same thinking flows out to the platform: help brands show up where cus...

In this episode, I sit down with Luke to unpack why consumer brands are still struggling to turn AI hype into real value. We break down the big myths, including the widely shared idea that most AI projects fail and whether that was ever true for this industry. Luke shares insights from more than thirty brand interviews, revealing the same pattern everywhere. Leaders believe AI will reshape operati...

In this episode, I sit down with Chris Kilin, CEO and co-founder of Brandback and Glara.ai , to explore the disruptive power of AI for consumer commerce. We'll dive into the journey that led him from big consulting to building a start-up, and why he believes AI is creating 'real revenues' in a way Web3 never did. We break down the new AI framework for consumer brands - covering both Ex...

On this episode, I’m joined by Mac King , co-founder of Domaine , to talk about how agencies are navigating the next wave of commerce and AI. We catch up on what’s changed since he was last on the podcast, including the merger that created Domaine, their move into the UK market, and how the agency is scaling internationally. Then we get into Domaine’s AI Commerce Suite and what it reveals about ho...

On this episode, I’m joined again by Luke Hodgson to talk about a shift that’s quietly taking place inside every brand: the move from customer experience to operator experience. We unpack what Luke calls OX2030; his framework for how AI is reshaping the way brands actually run. The idea is simple but big. Over the next decade, the biggest transformation in retail won’t happen on the front end. It...

On this episode, I’m asking a question that’s quietly reshaping digital marketing: Will AI change the way we search? I’m joined by Sam Hurley, founder of NOVOS an SEO and AI Search agency. We unpack what’s happening to discovery as AI answers more of our questions for us, and what that means for brands, agencies and search strategies. We talk about how AEO or GEO or AIEO or what ever you call it f...

On this episode, I’m asking a simple question with a very complicated answer. Is the AI bubble about to burst? With Luke Hodgson, co-founder of Commerce Thinking and High Cohesion. We kick things off by reviewing four recent news stories that have fuelled bubble talk, from Mira Murati’s $2 billion raise at Thinking Machines Lab to Palantir’s stock drop and Meta’s AI hiring freeze. Then we dig into...

On this episode, I’m talking with John Tan (CEO of Depict.ai ) about why onsite search is broken, what it will take to fix it, and how Depict is reimagining discovery through AI. We unpack the difference between onsite search and traditional search, and explore why it’s time for ecommerce to move beyond the basic grid. John shares his vision for a more conversational, more emotionally resonant way...

On this episode, I’m revisiting the big shifts in commerce tech with Luke Hodgson. Who’s winning, who’s losing, and what’s changing under the surface. We break the conversation down into four key areas: platforms, frontend tools, back office systems, and AI. We look at why Shopify still has the momentum, why BigCommerce’s rebrand hasn’t made much impact, and why platforms like Centra are gaining g...

On this episode, I’m talking about what it takes to build a modern footwear brand in 2025. My guest is Douglas Holm, Head of Online at Myrqvist. We explore how Myrqvist balances premium product with accessible pricing, and why customer experience is the real driver of long-term growth. Douglas shares how the team thinks about loyalty, discovery, and CX. From replying to Reddit threads to designing...

On this episode, I’m talking about what commercial leadership really looks like in 2025. What’s changing, what’s staying the same, and how smart operators are navigating uncertainty - with Kelsey Fahy, Commercial Director at The Fold. We get into the evolving role of commercial leaders, and why success now depends on cross-functional thinking, faster decision-making, and a deep understanding of th...

On this episode, I’m talking about the future of AI, the end of websites as we know them, and what’s actually changing behind the scenes in commerce, with Luke Hodgson, co-founder of Commerce Thinking and High Cohesion. We explore the idea of agentic shopping, how the consumer experience might shift from browsing websites to delegating tasks to AI, and what this means for platforms like Shopify an...

On this episode, I’m talking about returns, refunds, and the hidden layer of post-purchase experience with Fernando Pedraz, founder of Reveni. We get into why instant refunds aren’t just good CX, they’re good business — and how Reveni is helping brands turn a painful process into a growth lever. Fernando shares how they assess refund risk in real time, what most brands get wrong about cross-border...

On this episode, I’m talking about the pace of the AI economy, who’s driving it, who’s struggling to keep up, and what it means for brands, with Luke Hodgson, co-founder of Commerce Thinking and High Cohesion. We explore whether the AI economy is moving too fast, and what “too fast” even means. Is AI solving the right problems? Is it driving real progress, or just creating a new layer of complexit...

On this episode I’m talking about AI managers, automation, and how brands are reorganising themselves around intelligence, not just roles - with Luke Hodgson, co founder of Commerce Thinking & High Cohesion. We explore what it means for a brand to have an “AI manager”, why every team will need an AI champion, and how automation is already reshaping how businesses operate behind the scenes. Luk...

On this episode I’m joined by Lucy Davis, my co-founder at Factory, as we unpack the messy reality of AI in commerce – beyond the hype and into the hard questions. We get into whether traditional discovery processes still matter when AI can simulate, generate, and iterate at speed. Are briefs still useful? Is AI discovery even a thing? Or is it just a shiny wrapper on what strategy teams already d...