Buying and Beyond

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112

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Aug 2026

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Welcome to the Buying & Beyond podcast, the podcast for all things Retail Buying...and more! Join us, Kate & Lyns, buyers and best friends, each week for industry insights, stories and expertise from real people in retail. Enjoy honest stories and conversations, retail therapy and learn bite-sized tips from us and our guests from across the industry. Season 1 starts with Becoming a Buyer - the background to how we started in the industry, what exactly is a Buyer, working your way up the ladder and the main meetings and tasks working in Buying Season 2 is all about Being a Buyer - leading a team, coordinating trips, working with suppliers, product & personal development and sustainability Season 3 takes us beyond just the direct Buying team - we introduce merchandisers, talk about designers and new trends, burnout & life coaching. Season 4 is where we are joined by more Retail Buyers and have also invited Retail Businesses to tell us their stories Season 5 continues with a fantastic assortment of Retail Buyers and Retail Businesses. We find out how they got started and what inspires & excites them about retail - plus we lift the lid on what Brands need and Buyers expect! We are your modern day mentors; prepping Buyers of the future and empowering current Buyers. Our insights for retail businesses and entrepreneurs will shine a light on how to to build, grow, scale and pitch like a pro! If you like listening to this podcast, please rate, follow and share - you can also find us on instagram @buyingandbeyond Come behind the scenes with Buying and Beyond

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August 11, 2026Episode 748 min

S10 E7: Why Everyone Thinks Their Product Needs More Space With Retail Analyst Nayaa Owusu

In this episode, we sit down with Nayaa Owusu, a retail analyst and solutions developer at OSP Retail, to dig into one of the most contested topics in retail: shelf space. Anyone who's worked in buying or merchandising knows how heated the debate over category space can get, every team feels their products deserve more room, and decisions are often driven as much by gut feeling and internal politics as by hard evidence. Naya brings a rare dual perspective to this conversation: she spent years on the merchandising side at major brands like Debenhams, Peloton, and Lipsy, living through exactly these space battles firsthand, before crossing over into retail tech to help build the tools that solve them.Before moving into software, Nayaa first started out on the shop floor in roles at Topshop, Selfridges, and River Island while studying maths at university. That analytical foundation, combined with genuine hands-on retail experience, set her up for a merchandising career spanning beauty at Debenhams, international operations at Peloton during its explosive pandemic-era growth, and commercial/business analysis at Lipsy. Today, she's part of the team at OSP Retail building Macro Space Optimization (MSO), a data-driven platform that helps retailers make smarter, less emotional decisions about how they allocate space across categories and stores.In this conversation, we explore how Nayaa's varied background shaped her approach to solving one of retail's oldest arguments, what MSO actually does under the hood, and why data-not gut feel alone, is becoming the deciding factor in how stores are laid out.Three Key Takeaways:1) Data removes the emotion and bias from space planning. Buyers and merchandisers are naturally attached to their categories ("gut feeling" and personal relationships with brands can skew decisions), but tools like MSO base space allocation on actual customer data rather than assumption- while still allowing manual overrides when needed.2) Store clustering reveals patterns you wouldn't expect from broad averages. Grouping stores by similar customer behavior (rather than just size or region) uncovers surprising insights like cat products outperforming dog products in London versus the rest of the UK.3) Space planning should happen earlier in the buying process, not as an afterthought. Traditionally, ranges are built first and then squeezed onto shelves; bringing space considerations in at the buying stage (rather than fitting products to space later) leads to better commercial outcomes.If you would like to hear more about how OSP could help you with your space challenges- drop us a message and we can put you in contact with the team.Support the showIf you've liked this episode please rate, follow, subscribe and share :) - and if you already have, thank you! It honestly really helps to keep this going and growing!Follow us @buyingandbeyond on Instagram Send us a DM or email hello@buyingandbeyond.co.ukWe also have a retail buyers membership @jointhebuyersclub Find out more at www.jointhebuyersclub.co.ukAutumn fair coffee meet up- come and meet us at Autumn fair at our coffee meet up and podcast live, see link below for all the details on how to sign up: https://www.autumnfair.com/buying-beyond?utm_source=partner&utm_medium=buying_beyond_channels&utm_campaign=buying_beyondIf you'd like to show a little more love, then head here to give us just a little bit *extra* and show us your support :) thank you!https://www.buzzsprout.com/2300060/support

August 4, 2026Episode 647 min

S10 E6 Why ADHD Can Be a Superpower in Buying with Talia Winetroube

In this episode, we sit down with Talia Winetroube, who spent over 12 years building a career in fashion and accessories buying at retailers including Next, House of Fraser, and Stitch Fix. While excelling in the fast-paced world of retail buying, Talia was diagnosed with ADHD - an experience that reshaped her understanding of herself and ultimately led her to become a certified ADHD coach. We dive into her buying career journey, the realities of receiving a late ADHD diagnosis while working at a senior level, and how she now helps ambitious professionals and organizations build more neuro-inclusive workplaces.Three Key Takeaways:1) ADHD traits can be a hidden superpower in buying. Strong pattern recognition, hyperfocus, natural rapport-building, and a constant stream of new ideas all fed into Talia's success as a buyer - even as she battled a "boom and bust" cycle of overworking and burnout behind the scenes.2) Small, individualized accommodations make the biggest difference. Support doesn't require big budgets or formal programs - simple things like shared meeting agendas, clear deadlines, body doubling, and breaking tasks into smaller steps can transform how someone with ADHD thrives at work.3) Manager awareness and psychological safety are essential. With an estimated 15–20% of the workforce being neurodivergent, retail and other fast-paced industries have a real opportunity and responsibility to train managers to recognize ADHD patterns as neurological rather than a lack of effort, and to create environments where people feel safe to ask for what they need.You can find out more about all the amazing work Talia is doing here:Coachinghttps://www.taliawinetroubecoaching.co.uk/@taliawinetroubeadhdcoachingTraining https://www.neurodiversityintheworkplace.co.uk/Support the showIf you've liked this episode please rate, follow, subscribe and share :) - and if you already have, thank you! It honestly really helps to keep this going and growing!Follow us @buyingandbeyond on Instagram Send us a DM or email hello@buyingandbeyond.co.ukWe also have a retail buyers membership @jointhebuyersclub Find out more at www.jointhebuyersclub.co.ukAutumn fair coffee meet up- come and meet us at Autumn fair at our coffee meet up and podcast live, see link below for all the details on how to sign up: https://www.autumnfair.com/buying-beyond?utm_source=partner&utm_medium=buying_beyond_channels&utm_campaign=buying_beyondIf you'd like to show a little more love, then head here to give us just a little bit *extra* and show us your support :) thank you!https://www.buzzsprout.com/2300060/support

July 28, 2026Episode 546 min

S10 E5 The Stories Shaping Retail with Gabriele Dirvanauskas, Drapers Deputy Editor

Drapers has been the trusted voice of the fashion retail industry for nearly 140 years, connecting leaders, breaking news, and shaping conversations across print, digital, and social. In this episode, we sit down with Gabriele Dirvanauskas, Deputy Editor at Drapers, to get a front-row look at how the publication covers the biggest stories in retail and what's really happening behind the scenes for the people who work in it.Gabi takes us through her own path into fashion journalism - from a work experience placement at Marks & Spencer's press office, to cutting her teeth at the Sun newspaper, to her current role at Drapers covering everything from leadership shake-ups to shop floor culture. From there, the conversation turns to one of the year's biggest talking points: Drapers' recent salary survey, which has ignited a wider industry conversation about pay, support, and transparency for buyers, merchandisers, and designers alike. We also get into how AI is changing (and not changing) the buying role, and why face-to-face industry events are more important than ever.Three Key TakeawaysRetail buying salaries don't reflect the growing responsibility of the role. Drapers' salary survey found 71.2% of respondents don't think their pay reflects their responsibilities, and only 17.2% believe their salary is fair. As teams shrink and channels multiply (global sourcing, multi-channel selling, social media competition), workloads have grown - but compensation hasn't kept pace.Transparency and support matter as much as pay. Beyond salary, respondents called for clearer pay bands, better maternity conditions, flexible working, and stronger support from leadership. Many buyers feel too intimidated to ask for raises, and businesses often lack transparency about what the next career step actually requires.AI can't replace the human side of buying - but it's reshaping entry-level roles. While AI tools are improving efficiency across retail, we all agree AI cannot replace the judgment, relationships, and hands-on experience buyers bring. The bigger risk is losing entry-level positions, which cuts off the pipeline of new talent learning the ropes.Drapers are offering our listeners a 30% discount off an annual subscription, use the link below to claim yours: https://subscribe.drapersonline.com/dragd30/Support the showIf you've liked this episode please rate, follow, subscribe and share :) - and if you already have, thank you! It honestly really helps to keep this going and growing!Follow us @buyingandbeyond on Instagram Send us a DM or email hello@buyingandbeyond.co.ukWe also have a retail buyers membership @jointhebuyersclub Find out more at www.jointhebuyersclub.co.ukAutumn fair coffee meet up- come and meet us at Autumn fair at our coffee meet up and podcast live, see link below for all the details on how to sign up: https://www.autumnfair.com/buying-beyond?utm_source=partner&utm_medium=buying_beyond_channels&utm_campaign=buying_beyondIf you'd like to show a little more love, then head here to give us just a little bit *extra* and show us your support :) thank you!https://www.buzzsprout.com/2300060/support

July 22, 2026Episode 454 min

S10 E4 Why Consistency Is The Silver Bullet with Fran Pittaway, CEO at Biscuiteers

In this episode, we chat to Fran Pittaway, CEO of Biscuiteers, the UK's original hand-iced biscuit gifting brand. Fran's career path is anything but conventional - from working at the BBC, to building the first-ever buying team at Children in Need, to spending nearly a decade shaping the commercial strategy at Not On The High Street, and finally stepping into the C-suite at Biscuiteers.Throughout the conversation, Fran shares candid stories from her career, including the chaos behind the scenes of Children in Need's telethon, how Not On The High Street navigated the explosive rise of competitors like Etsy, and what it's really like stepping into a CEO role after years in commercial leadership. She also opens up about what makes Biscuiteers special - from its iconic hand-painted packaging and icing café in Notting Hill, to the meticulous "biscuits per hour" production process behind its beloved treats.Fran's story is a masterclass in following curiosity over a rigid plan, building genuine relationships at any scale, and staying true to a brand's roots even when the market shifts around you.Three Key Takeaways:1) A non-linear career can still lead to strategic leadership. Fran didn't start in buying - she moved from BBC production and commercial partnerships into building Children in Need's first-ever buying team and online shop from scratch, proving that strong commercial instincts and relationship-building matter more than a traditional career blueprint.2) The same relationship principles scale up or down. Whether working with major retailers like Asda and Debenhams or small independent brands on Not On The High Street, Fran found that honesty, trust, and understanding the customer are what make commercial partnerships work - regardless of business size.3) Consistency beats chasing trends. Reflecting on Not On The High Street's challenges competing with Etsy and other marketplaces, Fran emphasizes that brands need to stay true to their core audience and USP rather than knee-jerk reacting to competitors - a philosophy she's now applying to grow Biscuiteers.Support the showIf you've liked this episode please rate, follow, subscribe and share :) - and if you already have, thank you! It honestly really helps to keep this going and growing!Follow us @buyingandbeyond on Instagram Send us a DM or email hello@buyingandbeyond.co.ukWe also have a retail buyers membership @jointhebuyersclub Find out more at www.jointhebuyersclub.co.ukAutumn fair coffee meet up- come and meet us at Autumn fair at our coffee meet up and podcast live, see link below for all the details on how to sign up: https://www.autumnfair.com/buying-beyond?utm_source=partner&utm_medium=buying_beyond_channels&utm_campaign=buying_beyondIf you'd like to show a little more love, then head here to give us just a little bit *extra* and show us your support :) thank you!https://www.buzzsprout.com/2300060/support

July 14, 2026Episode 342 min

S10 E3 How Weather Quietly Reshapes Buying Strategy, Sales and Shopper Behaviour

In this episode of Buying Beyond we dive into one of retail's biggest unspoken variables - the weather, and how it quietly reshapes shopper behavior, sales patterns, and buying strategy.We kick off discussing the current UK heatwave before unpacking how extreme temperatures are driving record-breaking sales in soft drinks and ice cream, changing shopping channels (in-store vs. online), and creating headaches for buyers and merchandisers trying to plan stock, promotions, and seasonal transitions around unpredictable conditions. We also explore the growing role of resale platforms like Vinted in reflecting real-time, weather-driven demand, and why blaming poor sales purely on weather isn't good enough in a trading room - you need a plan of action too.We finish with a fun "rain or shine" quickfire round on which retail categories win or lose depending on the forecast.Three Key Takeaways:1. Weather changes behavior differently than you'd expect - rain mainly affects where people shop (shifting to online or indoor destinations), while temperature changes what people buy (driving spikes in categories like soft drinks, ice cream, and seasonal clothing).2. "The weather affected sales" is not a complete explanation - retailers need to pair any weather-related sales commentary with a clear action plan (e.g., pulling stock forward, adjusting promotions, reallocating inventory) rather than treating it as an excuse.3. Resale platforms are a real-time weather signal - sites like Vinted show organic, reactive buying patterns (e.g., surges in searches for linen dresses or raincoats) that can offer retailers useful signals for demand forecasting that traditional retail calendars can't match.Support the showIf you've liked this episode please rate, follow, subscribe and share :) - and if you already have, thank you! It honestly really helps to keep this going and growing!Follow us @buyingandbeyond on Instagram Send us a DM or email hello@buyingandbeyond.co.ukWe also have a retail buyers membership @jointhebuyersclub Find out more at www.jointhebuyersclub.co.ukAutumn fair coffee meet up- come and meet us at Autumn fair at our coffee meet up and podcast live, see link below for all the details on how to sign up: https://www.autumnfair.com/buying-beyond?utm_source=partner&utm_medium=buying_beyond_channels&utm_campaign=buying_beyondIf you'd like to show a little more love, then head here to give us just a little bit *extra* and show us your support :) thank you!https://www.buzzsprout.com/2300060/support

July 7, 2026Episode 248 min

S10 E2 Why The Best Buyers Can Buy Anything with Natasha Caller, Head of Category at Halfords

This week, we're joined by Natasha Caller, Head of Category at Halfords, whose buying career proves that the best buyers aren't defined by what they buy - they're defined by how they think.Natasha's journey into buying didn't follow a traditional path. She started on the shop floor at John Lewis when she was just 17 and quickly realised she wanted to be more involved in the products customers were buying. Before long, she'd talked her way into creating a new fine jewellery range, helping transform the department's performance and sparking a career that's taken her across some incredibly varied categories.Since then, she's bought everything from cookers and cameras to chocolate, hampers, entertainment merchandise and now car parts. Along the way she's worked at Argos, Comet, Hotel Chocolat, Not On The High Street, Harvey Nichols, RWS Global, Moonpig and now leads the servicing category at Halfords.What we loved about this conversation is that it's a brilliant reminder that buying isn't about becoming an expert in one category - it's about understanding customers, being endlessly curious and having the confidence to throw yourself into something new.We also chat about what it was really like developing products at Hotel Chocolat (including how a visit to the V&A Museum inspired one of their bestselling ranges), why Far East sourcing trips are still some of the best learning experiences a buyer can have, and how moving into leadership taught Natasha that managing people is a completely different skill to buying products.As always, it's packed with honest career advice, brilliant stories and plenty of reminders about why we all fell in love with buying in the first place.Three Key Takeaways1. Great buyers can buy almost anything.Natasha's career has taken her from jewellery to chocolate, cameras to car parts - and every move has reinforced the same lesson. While product knowledge is important, the skills that make a great buyer are incredibly transferable. Understanding your customer, asking the right questions, spotting opportunities and making sound commercial decisions are skills that can be applied to almost any category. Sometimes the biggest career opportunities come from saying yes to something completely outside your comfort zone.2. The best learning happens when you're given the chance to get stuck in.One of the things Natasha reflects on is how much of her career was shaped by managers who invited her into supplier meetings, trusted her with projects and gave her opportunities long before she felt completely ready. Whether it was building her first jewellery range at John Lewis or spending time on production lines at Hotel Chocolat, those hands-on experiences taught her far more than any training course ever could. It's a great reminder that the best leaders don't just manage buyers - they help create the next generation of them.3. Some of the best ideas happen when you step away from your desk.In a world of AI, trend platforms and endless data, Natasha is a huge believer in getting out into the real world. From factory visits in the Far East to museum exhibitions and shopping trips, she shares why some of her best product ideas have come from experiences she never expected. Inspiration doesn't always come from your own category - it comes from staying curious about the world around you.Support the showIf you've liked this episode please rate, follow, subscribe and share :) - and if you already have, thank you! It honestly really helps to keep this going and growing!Follow us @buyingandbeyond on Instagram Send us a DM or email hello@buyingandbeyond.co.ukWe also have a retail buyers membership @jointhebuyersclub Find out more at www.jointhebuyersclub.co.ukAutumn fair coffee meet up- come and meet us at Autumn fair at our coffee meet up and podcast live, see link below for all the details on how to sign up: https://www.autumnfair.com/buying-beyond?utm_source=partner&utm_medium=buying_beyond_channels&utm_campaign=buying_beyondIf you'd like to show a little more love, then head here to give us just a little bit *extra* and show us your support :) thank you!https://www.buzzsprout.com/2300060/support

June 30, 20261 hr 5 min

S10 E1 The Secret Tool: Inside the World of Trend Forecasting with Jane Kellock

This week, we're joined by Jane Kellock, Founder and Creative Director of Unique Style Platform (USP), one of the UK's leading trend forecasting consultancies.Jane's career has taken her from designing womenswear and leading design teams at Topshop to becoming one of the UK's most respected voices in trend forecasting. Along the way she's worked with WGSN, Stylus and Debenhams, helping brands understand not just what's trending now, but what's coming next.In this episode, we dive into how trend forecasting has evolved over the years, from the early days of carrying film cameras around trade shows and shopping trips, to today's world of AI, algorithms and endless streams of consumer data.We also explore one of the biggest challenges facing buyers and brands today: how do you balance instinct with insight? Jane shares why having a clear point of view matters more than ever, how to avoid blindly following trends, and why some of the most valuable inspiration can come from completely outside your category.Whether you're a buyer, designer, merchandiser or brand founder, this episode is packed with practical advice on spotting opportunities, understanding consumers and building products that feel both relevant and authentic.Key Takeaways1) Trends should inform your decisions, not make them for you: One of the biggest misconceptions about trend forecasting is that it's simply about predicting colours, prints or viral products. Jane explains that forecasting is really about understanding cultural shifts, consumer behaviour and the wider forces influencing how people live, shop and spend. The strongest brands don't copy trends directly - they filter them through their own identity and customer lens. As Jane reminds us, not every trend is your trend.2) Don't lose your gut instinct in a world obsessed with data: With more data available than ever before, it can be tempting to let spreadsheets drive every decision. But Jane argues that some of the most successful products come from experience, intuition and a deep understanding of your customer. While data is a valuable tool, it shouldn't replace creativity. The best buyers and designers know how to balance insight with instinct, using both to make confident decisions rather than relying entirely on one or the other.3) The best inspiration often comes from outside your category: Some of Jane's biggest sources of inspiration aren't found on a fashion catwalk. From hospitality and interiors to gardens, travel, architecture and everyday observations, she believes the best trend spotters are naturally curious about the world around them. For buyers, that's a valuable reminder that trend awareness isn't built solely through reports and social media feeds. Sometimes the most useful insights come from getting out, exploring new environments and paying attention to how consumers are living their lives.To learn more about Jane's work, consultancy projects, trend subscriptions and upcoming events, visit: https://uniquestyleplatform.com/And if you'd like more trend analysis, buying insights and conversations like this, join us at: https://www.jointhebuyersclub.co.uk/Support the showIf you've liked this episode please rate, follow, subscribe and share :) - and if you already have, thank you! It honestly really helps to keep this going and growing!Follow us @buyingandbeyond on Instagram Send us a DM or email hello@buyingandbeyond.co.ukWe also have a retail buyers membership @jointhebuyersclub Find out more at www.jointhebuyersclub.co.ukAutumn fair coffee meet up- come and meet us at Autumn fair at our coffee meet up and podcast live, see link below for all the details on how to sign up: https://www.autumnfair.com/buying-beyond?utm_source=partner&utm_medium=buying_beyond_channels&utm_campaign=buying_beyondIf you'd like to show a little more love, then head here to give us just a little bit *extra* and show us your support :) thank you!https://www.buzzsprout.com/2300060/support

June 23, 2026Episode 101 hr 8 min

S9 E10 Jo Ingham & Jo Ward: How Fashion can be more sustainable and still be profitable?

This week, we're joined by Jo Ingham and Jo Ward - two buyers who have pretty much seen it all.The pair first met at New Look (where they were so often mistaken for each other that they ended up answering each other's phone calls) before going on to build impressive careers across some of the UK's biggest retailers, including River Island, Debenhams, Boohoo, Miss Selfridge, Dorothy Perkins, Arcadia and Jane Norman.Between them, they've bought everything from childrenswear and accessories to womenswear, worked across stores and online, managed huge teams, and navigated decades of change in the retail industry.But what we loved about this conversation wasn't just where they've worked- it was hearing what really mattered to them as buyers.From the excitement of spotting a trend before anyone else, to building products customers genuinely loved, both Jo and Jo share how their roles evolved over the years and why they started questioning whether the industry they'd spent their careers in was still working in the way it should.After years spent balancing commercial targets with growing concerns about overproduction, waste and sustainability, they both found themselves asking the same question:Can fashion work differently?That question ultimately led them to create Our Fashion Fix - a business helping brands and retailers make better decisions by connecting sustainability with commercial performance, rather than treating them as separate conversations.In this episode, we chat about how buying has changed over the years, why buyers are under more pressure than ever, what brands can learn from the rise of resale, and how Jo and Jo are using some surprisingly high-tech tools (including partnerships with the European Space Agency!) to bring more transparency into fashion supply chains.It's a fascinating conversation with two buyers who care deeply about the industry and are actively working to help shape what comes next.Key Takeaways1) The buying role has changed dramatically: Jo and Jo reflect on how buying has evolved throughout their careers from smaller ranges, simpler processes and closer supplier relationships to today's fast-moving, multi-channel retail environment.They share why buyers are being asked to do more than ever before, often with fewer resources, and how that pressure can make it harder to focus on what originally drew many people into the role: understanding customers, building great product and making thoughtful buying decisions.2) Sustainability only works if it works commercially: One thing Jo and Jo are passionate about is helping businesses move sustainability out of a separate "nice to have" conversation and into everyday decision-making. Through Our Fashion Fix's Impact Margin Calculator, they're helping brands understand the financial impact of their buying decisions alongside the environmental one making it easier for teams to have conversations that resonate across the business.3) Resale isn't a trend - it's part of the future of retail: The rise of platforms like Vinted has changed the way customers shop, discover products and think about value. Jo and Jo explain why resale should be on every buyer's radar, what brands can learn from how their products perform in the second-hand market, and why the future belongs to retailers with a clear point of difference, strong product and a loyal customer base.To find out more about Jo and Jo's work and explore the Impact Margin Calculator, visit:Our Fashion Fix | Discover Sustainable SolutionsFor Carbon Literacy information ;Carbon Literacy Training — Our Fashion FixFor Carbon Literacy Eventbrite tickets ; Carbon Literacy for the Fashion Industry Training Tickets, Multiple dates | EventbriteAnd to learn more about Ask Miranda® and become a design partner - deadline for 80% funded pilots is beginning July; Ask Miranda — Brand ConscienceAnd if you'd like more buying insights, trend analysis and conversations like this, join us at:💌 The Buyers ClubSupport the showIf you've liked this episode please rate, follow, subscribe and share :) - and if you already have, thank you! It honestly really helps to keep this going and growing!Follow us @buyingandbeyond on Instagram Send us a DM or email hello@buyingandbeyond.co.ukWe also have a retail buyers membership @jointhebuyersclub Find out more at www.jointhebuyersclub.co.ukAutumn fair coffee meet up- come and meet us at Autumn fair at our coffee meet up and podcast live, see link below for all the details on how to sign up: https://www.autumnfair.com/buying-beyond?utm_source=partner&utm_medium=buying_beyond_channels&utm_campaign=buying_beyondIf you'd like to show a little more love, then head here to give us just a little bit *extra* and show us your support :) thank you!https://www.buzzsprout.com/2300060/support

June 16, 202638 min

S9 E9 From Manchester to Japan: The Buyer's Guide to Trend Spotting

This week it's just the two of us - no guests, no agenda, just a good old buyers' debrief. A few weeks ago we headed to Manchester for the Buying and Beyond meetup, and naturally that meant hitting the shops. What followed was a wide-ranging conversation about what we saw on the floor, where smart buyers are finding inspiration right now, and how the digital landscape is changing the way we read trends. If you've ever wanted to know where to go, what to look for, and how to cut through the noise - this one's for you.Key TakeawaysKnow your customer and stay true to your brand identity.Manchester's retail scene was a masterclass in brand clarity. River Island's revival showed what happens when a brand stops chasing competitors and leans back into its core aesthetic. Meanwhile, M&S continues to prove that great product + smart outfit-building styling = appeal across generations. The lesson: customers are increasingly shopping by lifestyle and interests, not age.You don't need a big travel budget to find inspiration.Japan may be the gold standard for retail theater, but Europe is packed with accessible alternatives - Paris neighborhoods, Amsterdam's sustainable design scene, Bratislava's independent makers, and emerging destinations like Slovenia. Closer to home, a visit to a completely different city (hello, Manchester) can shift your perspective in ways a quick local shop sprint never will.Vinted and TikTok Shop are trend thermometers - use them.TikTok Shop transaction volume rose 80% year-on-year in 2025, and resale/sustainable product lines are forecast to account for 20% of apparel sales by 2028. Scrolling Vinted's most-liked items gives buyers a real-time, customer-facing read on what people actually want — a live data feed that's worth adding to your regular comp-shopping toolkit.Want to go deeper on trend spotting and retail inspiration? Join the Buying and Beyond Buyers Club for curated trend analysis, inspiration trip guides, and more.https://www.jointhebuyersclub.co.uk/Support the showIf you've liked this episode please rate, follow, subscribe and share :) - and if you already have, thank you! It honestly really helps to keep this going and growing!Follow us @buyingandbeyond on Instagram Send us a DM or email hello@buyingandbeyond.co.ukWe also have a retail buyers membership @jointhebuyersclub Find out more at www.jointhebuyersclub.co.ukAutumn fair coffee meet up- come and meet us at Autumn fair at our coffee meet up and podcast live, see link below for all the details on how to sign up: https://www.autumnfair.com/buying-beyond?utm_source=partner&utm_medium=buying_beyond_channels&utm_campaign=buying_beyondIf you'd like to show a little more love, then head here to give us just a little bit *extra* and show us your support :) thank you!https://www.buzzsprout.com/2300060/support

June 9, 2026Episode 852 min

S9 E8: From Lockdown Idea to Luxury Brand with Elena London

In this Buying & Beyond, we sit down with Elena, founder of Elena London, a luxury home fragrance brand she built from scratch during lockdown after becoming frustrated with reed diffusers that seemed to lose their scent within days. What started as a search for a better product quickly evolved into a thriving business, built alongside a full-time career and driven by a commitment to quality, craftsmanship and customer experience.Elena shares her entrepreneurial journey, from an early venture importing Australian salt to discovering her passion for home fragrance and creating hand-poured products made in small batches. We discuss the realities of building a product-based business, the meticulous process behind developing her fragrances, and why she refuses to compromise on quality, even when it comes to pricing. We also talk about the viral social media post that saw messages arrive from around the world, being shortlisted for the UK Start-Up Awards Consumer Product Start-Up of the Year, and her exciting plans for wholesale growth and a new candle collection.Three Key Takeaways1. Listen to your customers, not just your own taste. Some of Elena London's most successful products, including refill pouches and car diffusers, came directly from customer requests. Elena believes the best product development starts with understanding the problems your customers are trying to solve and creating solutions that genuinely fit their needs.2. Quality over quantity builds loyalty that lasts. In a market full of low-cost alternatives, Elena has built her brand around exceptional product performance. Her reed diffusers can last up to six months or more, creating a level of trust that turns customers into advocates and drives repeat purchases.3. Stay in your lane — your brand is your brand. From navigating imposter syndrome to growing alongside larger competitors, Elena's approach is simple: focus on your own values, stay true to your vision and avoid getting distracted by what everyone else is doing. Authenticity and consistency are what build long-term brands.Find out more about Elena London and follow Elena's journey through her website and social channels. https://elenaldn.com/ @elenalondon_Support the showIf you've liked this episode please rate, follow, subscribe and share :) - and if you already have, thank you! It honestly really helps to keep this going and growing!Follow us @buyingandbeyond on Instagram Send us a DM or email hello@buyingandbeyond.co.ukWe also have a retail buyers membership @jointhebuyersclub Find out more at www.jointhebuyersclub.co.ukAutumn fair coffee meet up- come and meet us at Autumn fair at our coffee meet up and podcast live, see link below for all the details on how to sign up: https://www.autumnfair.com/buying-beyond?utm_source=partner&utm_medium=buying_beyond_channels&utm_campaign=buying_beyondIf you'd like to show a little more love, then head here to give us just a little bit *extra* and show us your support :) thank you!https://www.buzzsprout.com/2300060/support