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Europes Retail Evolution

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

📍London, UK

Katya Denike, Chief Product Officer at Holland & Barrett, recently joined the OFFBounds podcast to discuss her approach to digital transformation within a 150-year-old legacy brand. With over 1,300 stores in 16 countries, Holland & Barrett is an iconic presence in European health and wellness retail. 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.

During the conversation, Denike emphasized the dual challenges she faces: solving the immediate product or customer problems (“Problem A”) and, crucially, aligning the entire organization around the transformation vision (“Problem B”). She underscored that shifting mindsets and breaking organizational silos are often more complex than implementing new technology. For Denike, “unlearning” outdated practices is just as critical as adopting new methodologies, highlighting the necessity for cultural evolution alongside technological advancement.

 

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Authenticity and informality are cornerstones of Denike’s leadership philosophy. She argues that a relaxed, open culture encourages innovation by making team members comfortable to share bold ideas. This informal approach fosters a more collaborative environment, essential for a successful digital transformation. Denike also emphasized continuous communication as pivotal, noting that reinforcing new ways of working helps sustain long-term change.

Finally, Denike shared insights into how Holland & Barrett integrates its online and offline customer journeys into a seamless experience, stressing the importance of building flexible, scalable systems that address evolving customer needs. Her key message was clear: real digital transformation is less about technology itself and more about embedding an innovative, agile mindset deeply into the organization’s DNA.

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