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 This mindset allowed Dyson to accelerate their transformation, moving from outdated processes to a streamlined, global retail infrastructure in record time.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

Europes Retail Evolution

Empowering Retail Teams with Technology: Javier Figar’s Vision for Tendam

Javier shares his insights on how retail is evolving through the integration of technology and leadership, particularly focusing on how it empowers employees on the frontline.

Javier shares his insights on how retail is evolving through the integration of technology and leadership, particularly focusing on how it empowers employees on the frontline.

Europes Retail Evolution

Javier shares his insights on how retail is evolving through the integration of technology and leadership, particularly focusing on how it empowers employees on the frontline.

Empowering Retail Teams with Technology: Javier Figar’s Vision for Tendam

Javier shares his insights on how retail is evolving through the integration of technology and leadership, particularly focusing on how it empowers employees on the frontline.

Europes Retail Evolution

Aligning Teams and Changing Mindsets: Insights from Holland & Barrett’s CPO

Despite its extensive heritage dating back to 1870, the company is undergoing one of its most significant transformations yet, driven by a commitment to innovate at scale.

Despite its extensive heritage dating back to 1870, the company is undergoing one of its most significant transformations yet, driven by a commitment to innovate at scale.

Europes Retail Evolution

Despite its extensive heritage dating back to 1870, the company is undergoing one of its most significant transformations yet, driven by a commitment to innovate at scale.

Aligning Teams and Changing Mindsets: Insights from Holland & Barrett’s CPO

Despite its extensive heritage dating back to 1870, the company is undergoing one of its most significant transformations yet, driven by a commitment to innovate at scale.

Europes Retail Evolution

Inside JD Sports’ Digital Playbook: A Conversation with CDO Arianne Parisi

Scaling digital transformation is hard. Scaling it across 4,500+ stores in 30+ countries while keeping the customer experience seamless? That’s next level.

Scaling digital transformation is hard. Scaling it across 4,500+ stores in 30+ countries while keeping the customer experience seamless? That’s next level.

Europes Retail Evolution

Scaling digital transformation is hard. Scaling it across 4,500+ stores in 30+ countries while keeping the customer experience seamless? That’s next level.

Inside JD Sports’ Digital Playbook: A Conversation with CDO Arianne Parisi

Scaling digital transformation is hard. Scaling it across 4,500+ stores in 30+ countries while keeping the customer experience seamless? That’s next level.

Trends

The Future of Retail: Unified Commerce, Loyalty, and an Exclusive New Partnership

Retail is evolving fast, and OFFBounds is taking you behind the scenes. In 2025, we’re teaming up with Shoptalk for four exclusive series featuring the real leaders shaping the industry’s future.

Retail is evolving fast, and OFFBounds is taking you behind the scenes. In 2025, we’re teaming up with Shoptalk for four exclusive series featuring the real leaders shaping the industry’s future.

Trends

Retail is evolving fast, and OFFBounds is taking you behind the scenes. In 2025, we’re teaming up with Shoptalk for four exclusive series featuring the real leaders shaping the industry’s future.

The Future of Retail: Unified Commerce, Loyalty, and an Exclusive New Partnership

Retail is evolving fast, and OFFBounds is taking you behind the scenes. In 2025, we’re teaming up with Shoptalk for four exclusive series featuring the real leaders shaping the industry’s future.

Interview

Reinventing a 200-Year-Old Luxury Brand with AI & Automation

How do you take a 200-year-old luxury brand and make it future-proof? In this episode of OFFBounds, Carla Graça, CDO of Vista Alegre, shares how AI, automation, and personalization are transforming retail—and why Cristiano Ronaldo is now part of the story.

How do you take a 200-year-old luxury brand and make it future-proof? In this episode of OFFBounds, Carla Graça, CDO of Vista Alegre, shares how AI, automation, and personalization are transforming retail—and why Cristiano Ronaldo is now part of the story.

Interview

How do you take a 200-year-old luxury brand and make it future-proof? In this episode of OFFBounds, Carla Graça, CDO of Vista Alegre, shares how AI, automation, and personalization are transforming retail—and why Cristiano Ronaldo is now part of the story.

Reinventing a 200-Year-Old Luxury Brand with AI & Automation

How do you take a 200-year-old luxury brand and make it future-proof? In this episode of OFFBounds, Carla Graça, CDO of Vista Alegre, shares how AI, automation, and personalization are transforming retail—and why Cristiano Ronaldo is now part of the story.

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