Offcuts

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 avoids chasing scale thinks about customer acquisition and where performance marketing fits. We get into the loyalty programme they rebuilt after deciding fixed discounts were too transactional for their customer. We tackle the agentic storefront they launched in February with Swap, and something Andrew noticed that I thought was sharp: it was their most loyal customers, not new ones, who embraced it first. And we get into what considered growth actually looks like when the tools you're being asked to adopt are moving faster than anyone can predict.

If you're running or marketing a brand that leads with taste and is trying to figure out where AI fits without compromising what makes the brand worth following, this one's for you.

This episode is sponsored by Swap - if you want to see what the future of storefronts looks like, book a demo at swap-commerce.com/offcuts

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 his own DTC business, and joined a fintech before co-founding Swap in 2023. The through line is someone who kept getting close enough to the hard problems in e-commerce to eventually decide to go and solve them.
We get into what Swap actually is, the back office suite covering cross-border, returns, tax, compliance and demand planning, and why building that first gave them something most agentic commerce players don't have: the data, the integrations, and the customer trust to move fast.
We talk about the agentic storefront they are already running live, the stats on conversion and returns, how they think about high intent versus low intent shoppers, and why they want to be the agent powering experiences like Brunello Cucinelli rather than replace what great brand teams do.
And then the fundraising journey, what it actually looks like to raise capital across multiple rounds, and the state of the fund raising market in 2025 and 2026.

Enjoy the show.

Book a free demo at: swap-commerce.com/offcuts

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 nostalgia driving the aesthetic, and what it means to sell adventure rather than apparel. The pivot that defined the business, a fundraise with Andy Murray involved, and whether Manors ever steps outside of golf.

And then AI: where Jojo is actually placing bets, why the agentic website is already live and what the dot com of the future looks like for a brand built on culture and storytelling.

Enjoy the show.

This episode is sponsored by Swap - if you want to see what the future of storefronts looks like, book a demo at swap-commerce.com/offcuts

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 brand around a platform that does that many things, and why Swap has managed to build genuine cultural presence in the commerce community when most B2B companies struggle to be remembered at all.

We get into the agentic storefront - early numbers showing 2x conversions and 20% fewer returns - and what's actually driving those outcomes. We tackle one of the sharper tensions in agentic commerce: what happens to brand voice when an AI agent is the one having the conversation with your customer? And we get into where most operators actually are in their understanding of this shift, and what they should do about it in the next six months.

If you're building or marketing a consumer brand and thinking about what AI means for the relationship between your storefront and your customer, this one's for you.

If you want to see what the future of storefronts looks like, book a free demo at swap-commerce.com/offcuts.

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 strong focus on brand, community, and profitable growth.

What began as Lucas’ frustration with a corded massage cushion at his mum’s house has grown into one of the most interesting consumer brands to come out of the Nordics. From wireless massage pillows to infrared saunas, hyperbaric oxygen chambers, and light therapy panels, Flowlife has quietly built a category at the intersection of recovery, performance, and science-backed wellness.

We explore the brand’s origin story, the shift from product company to lifestyle brand, and how they approach elite athlete partnerships - including Álvaro Morata - not as endorsements, but as true product co-creation.
We then get into AI, and this is where it gets interesting. Lucas isn’t thinking about AI as a cost-cutting tool, but as a shift in how brands are discovered and experienced - especially in a world where physical products become more valuable and people ask LLMs instead of Google.

If you’re building a physical product brand and trying to figure out where AI fits, this one’s for you.

Enjoy the episode.