All Episodes

Screenshot 2025-01-27 at 19.55.02

January 28, 2025

- 32:10

Interview

or listen on

How Dyson Transformed Its Global Retail Experience with Stuart Frelick

📍New York, USA

In Episode 54 of OFFBounds, Stuart Frelick, Global Head of Product at Dyson, shared the story of how the iconic brand transformed its retail experience on a global scale. Known for their sleek, futuristic designs and cutting-edge technology, Dyson is synonymous with innovation. But behind the scenes, the company faced the challenge of modernizing legacy retail systems to meet the expectations of today’s tech-savvy consumers. Stuart’s leadership was instrumental in leading this ambitious transformation, and his insights offer great lessons for anyone navigating large-scale change.

One of the key takeaways from our conversation was the importance of decision-making in the face of uncertainty. As Stuart explained, “Not making a decision is the worst thing you can do. Even if it’s the wrong one, you can adapt—but staying stagnant is a guaranteed loss.” This mindset allowed Dyson to accelerate their transformation, moving from outdated processes to a streamlined, global retail infrastructure in record time. From replatforming to integrating new technologies, Stuart and his team achieved what many thought was impossible: delivering a minimal viable product in just six months.

We also discussed the power of community-driven innovation. Dyson’s passionate fans on TikTok and Instagram have created viral moments that influence the way the brand thinks about its products. From creative uses of the Airwrap to cleaning challenges featuring their vacuums, these organic interactions showcase the strength of Dyson’s community. Stuart highlighted how these insights not only inspire new ideas but also reinforce the importance of building deeper connections with customers. Looking ahead, he emphasized the potential he sees for loyalty programs and enhanced community engagement as key growth areas for Dyson.

Beyond the technical achievements, Stuart shared the human side of leading a transformation of this scale. From securing buy-in at all levels of the organization to fostering a team culture where everyone pitched in, success was a collective effort. “Titles didn’t matter—everyone jumped in because we all understood the goal,” he said. This episode offers a rare glimpse into how an industry leader like Dyson not only adapts to change but thrives by staying true to its innovative spirit. Whether you’re a fan of Dyson, a retail professional, or a leader seeking inspiration, this conversation is a must-listen.

Listen more

Markets

Asia-Pacific Is Retail’s Future, And the Future Is Now

With 4.5 billion people and nearly 60% of the world’s population, the Asia-Pacific region is no longer an emerging force, it’s the center of gravity for global retail.

With 4.5 billion people and nearly 60% of the world’s population, the Asia-Pacific region is no longer an emerging force, it’s the center of gravity for global retail.

Markets

With 4.5 billion people and nearly 60% of the world’s population, the Asia-Pacific region is no longer an emerging force, it’s the center of gravity for global retail.

Asia-Pacific Is Retail’s Future, And the Future Is Now

With 4.5 billion people and nearly 60% of the world’s population, the Asia-Pacific region is no longer an emerging force, it’s the center of gravity for global retail.

Interview

Navigating Digital Transformation at Scale – Insights from Catalyst Brands’ Mike Dupuis

Formed in January 2025, Catalyst Brands brings together powerhouse names like Aéropostale, Nautica, Lucky Brand, Brooks Brothers, Eddie Bauer, and JCPenney

Formed in January 2025, Catalyst Brands brings together powerhouse names like Aéropostale, Nautica, Lucky Brand, Brooks Brothers, Eddie Bauer, and JCPenney

Interview

Formed in January 2025, Catalyst Brands brings together powerhouse names like Aéropostale, Nautica, Lucky Brand, Brooks Brothers, Eddie Bauer, and JCPenney

Navigating Digital Transformation at Scale – Insights from Catalyst Brands’ Mike Dupuis

Formed in January 2025, Catalyst Brands brings together powerhouse names like Aéropostale, Nautica, Lucky Brand, Brooks Brothers, Eddie Bauer, and JCPenney

Interview

The Power of Play in Modern Retail: Lessons from a Hamleys

Meet the CXO of the world's oldest Toy Store, Paul Porter

Meet the CXO of the world's oldest Toy Store, Paul Porter

Interview

Meet the CXO of the world's oldest Toy Store, Paul Porter

The Power of Play in Modern Retail: Lessons from a Hamleys

Meet the CXO of the world's oldest Toy Store, Paul Porter

Book Author

Why Human Pride Is the Competitive Edge We Need Now

As AI reshapes the workforce at lightning speed, a critical question emerges: What truly does being human at work mean?

As AI reshapes the workforce at lightning speed, a critical question emerges: What truly does being human at work mean?

Book Author

As AI reshapes the workforce at lightning speed, a critical question emerges: What truly does being human at work mean?

Why Human Pride Is the Competitive Edge We Need Now

As AI reshapes the workforce at lightning speed, a critical question emerges: What truly does being human at work mean?

Interview

Reinventing Tradition: How Selfridges Blends Heritage with Technology

Meet the CTO responsible for ensuring the best department store in the world is ahead of the game

Meet the CTO responsible for ensuring the best department store in the world is ahead of the game

Interview

Meet the CTO responsible for ensuring the best department store in the world is ahead of the game

Reinventing Tradition: How Selfridges Blends Heritage with Technology

Meet the CTO responsible for ensuring the best department store in the world is ahead of the game

Sign up for our newsletter now!

THE #1 PODCAST FOR COMMERCE LEADERS

Developed by Digital Win

THE #1 PODCAST FOR COMMERCE LEADERS

Developed by Digital Win