RetailCraft - digital retail, ecommerce and brands - Retail Podcast

RetailCraft 54: "You just go faster" - in conversation with Joel Natale, Chief Commercial Officer, Rapha

You Just Go Faster: Cycling, Community and Commerce with Rapha's CCO

This episode of RetailCraft takes us inside premium cycling brand Rapha, our host Ian Jindal chats with Joel Natale, Chief Commercial Officer, at Rapha's London headquarters. Their conversation explores how this 20-year-old brand transformed cycling culture, built a powerful community, and continues to balance premium positioning with growth.

 

[00:00:00] Introduction to Rapha and Joel's Role

[00:01:00] "Changed The Sport": Rapha's Market Impact

[00:06:52] "More Than Just Shops": The Clubhouse Concept

[00:11:16] "Suffering Together": The Community Philosophy

[00:15:50] "The Rapha Cycling Club": 10 Years of RCC Membership

[00:18:23] "Product Longevity": Sustainability and Repairs

[00:23:57] "I Won't Be A Lifer": Joel's Cycling Industry Journey

[00:27:19] "Incredibly Lucky": From Brompton to Rapha

[00:30:37] "A Relentless Desire to Understand the Customer": Brand Leadership

[00:34:27] "You Just Go Faster": Rapha's Future Direction

Rapha's Origins and Market Position

Joel introduces Rapha as a 20-year-old cycling brand founded by Simon Mottram in 2004 that "really changed the sport" and how people engage with cycling. Rapha entered a market divided between established performance brands and cheaper, poorly fitting products, with Mottram's vision to create "a more discerning and thoughtful product brand" engaged with cycling culture.

Rapha revolutionized the industry with its bold pricing strategy, setting retail prices approximately three times the market average. This approach initially shocked consumers but transformed industry standards, with other brands taking nearly five years to realize they could also aim for premium price points.

Though the brand has expanded its range to serve diverse cyclists across price points and terrains, Rapha remains firmly positioned as a premium brand sitting "top halfway to the top" of the market.

Clubhouses: More Than Just Shops

One of Rapha's most distinctive innovations has been its clubhouses. These aren't simply retail spaces but community hubs where cyclists engage with the brand and each other. When Rapha introduced this concept around 2010-2012, cycling-focused cafés where riders could bring their bikes inside was revolutionary.

The clubhouses serve multiple purposes beyond retail. As Joel explains, "On a Sunday afternoon, you give people a space to watch races. On a Wednesday morning, you give them a space to go after they've trained." This community-building approach reflects Rapha's broader mission to grow the sport rather than just sell products.

Rapha strategically locates its clubhouses in major global cities and "culturally important cycling locations" such as Mallorca and Boulder, Colorado—choices that might not be obvious from pure data analysis but make sense for a brand deeply connected to cycling culture.

The Rapha Cycling Club (RCC)

The Rapha Cycling Club celebrates its 10th anniversary in 2024. Unlike conventional loyalty programs focused on discounts, RCC was built around creating an actual cycling club where "people might meet and ride together, race together."

RCC offers tangible benefits including half-price coffee at clubhouses, organized rides, bike hire, and access to exclusive club kit at more accessible price points. While Joel acknowledges that the club "peaked in COVID" and needs reinvigoration, he emphasizes that for many members—especially those living near clubhouses—the benefits and community connections remain valuable.

Sustainability and Product Longevity

Cycling inherently offers sustainability advantages as an environmentally friendly transportation option. Rapha's focus on high-quality products naturally aligns with sustainability principles, with Joel mentioning he still owns and uses a Rapha jersey from 2008—illustrating the brand's commitment to durability.

The company maintains repair services in the US, UK, and Europe, reflecting its commitment to product longevity. Beyond repairs, Rapha has expanded its sustainability efforts to include carbon emissions management and increased use of "environmentally preferred materials," while acknowledging the challenges specific to cycling apparel, which often uses multiple materials for performance requirements.

Industry Passion and Future Direction

Joel's career has been entirely within the cycling industry, beginning part-time at Evans Cycles while at university before joining their purchasing department after graduation. Despite initially thinking "I won't be a lifer," he's remained in the cycling business for 20 years.

Joel reflects on the special bonds formed in cycling retail: "When you do cycling retail, you make really close friends because you've already passed the bar of 'we're all cyclists'." Before joining Rapha, Joel worked at Brompton, describing himself as "incredibly lucky to work for both brands."

When asked about skills needed for success in brand-led businesses, Joel emphasizes "a relentless desire to understand the customer." He notes that while being passionate about your niche is essential, professionals also need to "be one step back" to avoid confusing personal preferences with broader customer needs.

The podcast concludes with Joel discussing Rapha's future under new CEO Fran Miller (sister of former professional cyclist David Millar), who recently joined from Belstaff. Rather than focusing on short-term fixes, they're taking a longer view: "We're going to look at a three to four year horizon to rebuild this place," supported by patient ownership that allows for long-term planning.

About Our Guest

Joel Natale is Chief Commercial Officer at Rapha, overseeing product strategy, merchandising, supply chain, and e-commerce operations. His 20-year career in the cycling industry includes prior roles at Evans Cycles and Brompton, bringing both personal passion and professional expertise to his work at this premium global cycling brand.

 

--  Run time: 38 minutes

INFORMATION:

[ 🖥️ ]

Rapha - https://rapha.cc

 

[ 👨‍👧 ]

Joel Natale: https://www.linkedin.com/in/joel-natale/ 

Ian Jindal: www.linkedin.com/in/ianjindal/ 

 

[ 📷 ] (c) Ian Jindal / www.instagram.com/ianjindal

 

 

RetailCraft 53: "Rethink, reimagine, renew" - in conversation with Gertin Schraa, Head of Sustainable Sales, Dyson

Ian Jindal speaks with Gertin Schraa Head of Sustainable Sales at Dyson, about the company's heritage, innovative approach to sustainability, and the challenges and opportunities in the refurbishment market. Gertin shares insights into consumer behaviour, the importance of quality standards in refurbishment, and the role of sustainability in sales strategy. He also discusses his career journey, Dyson's global operations, and the future growth opportunities within the company.

• Dyson's philosophy is to rethink, reimagine, and renew.
• Sustainability can coexist with sales strategies.
• Focusing on fewer markets can lead to better results.
• Consumer motivations for refurbished products include sustainability and price.
• Refurbishment processes require strict quality standards.
• Different regions have varying maturity levels in sustainability practices.
• Sales KPIs are closely tied to return rates and refurbishment cycles.
• A career path can be unpredictable and shaped by opportunities.
• Continuous improvement is essential for growth in a sustainable business.

Chapters

00:00Introduction to Dyson's Heritage and Philosophy

02:51Gertin Schaaf's Role and Sustainable Sales at Dyson

05:56Refurbishment Strategy and Market Focus

08:50Consumer Behavior and Sustainability Trends

12:12Refurbishment Process and Quality Standards

15:00Global Operations and Regional Differences

18:11Key Performance Indicators in Sustainable Sales

20:57Career Journey and Transition to Dyson

24:08Future Opportunities and Growth at Dyson

 

--  Run time: 38 minutes

INFORMATION:

[ 🖥️ ]

Dyson - https://www.dyson.co.uk/

 

[ 👨‍👧 ]

Gertin Schraa: https://www.linkedin.com/in/gertin-schraa-17b8595/ 

Ian Jindal: www.linkedin.com/in/ianjindal/ and www.twitter.com/ianjindal 

 

[ 📷 ] (c) Ian Jindal / www.instagram.com/ianjindal

 

RetailCraft 52: "Can we change an industry?" - in conversation with Alec Mills, co-founder of DAME

In this episode, Ian Jindal speaks with Alec Mills, co-founder of Dame, about the journey of creating sustainable and toxin-free period products. They discuss the challenges faced in the industry, the importance of changing the conversation around menstruation, whether men have a role in women's health discussions. Alec shares insights on product innovation, market positioning, and the impact of collaborations with larger brands. The conversation concludes with reflections on the future of Dame and the ongoing mission to improve menstrual health and sustainability.

Takeaways

• Dame was launched in 2019 to address the issues with traditional period products.
• The company focuses on creating sustainable and toxin-free products.
• Changing the conversation around menstruation is crucial for societal progress.
• Product design must prioritize both functionality and sustainability.
• Reusable products can save money in the long run.
• Period poverty is a significant issue that needs addressing.
• Collaboration with larger brands can amplify impact and reach.
• Innovations like self-sanitizing menstrual cups can change user habits.
• The mission to improve menstrual health continues as long as subpar products exist.

Sound Bites

"We make sustainable and toxin-free period products."
"Traditional period products are full of toxins."
"Can we change an industry?"

Chapters

00:00 Introduction to Sustainable Period Products
02:57 The Journey of Dame: From Idea to Impact
05:49 Challenges and Insights in the Period Product Industry
09:11 The Role of Men in Women's Health Conversations
11:59 Innovations in Period Products: Design and Functionality
14:51 Market Positioning and Addressing Period Poverty
17:48 Collaborations with Big Brands and Their Impact
21:08 Future Directions for Dame and the Industry
24:00 Conclusion and Reflections on Progress

 

--  Run time: 45 minutes

INFORMATION:

[ 🖥️ ]

Dame - https://wearedame.co/ 

 

[ 👨‍👧 ]

Alec Mills: https://www.linkedin.com/in/alec-ph-mills/ 

Ian Jindal: www.linkedin.com/in/ianjindal/ and www.twitter.com/ianjindal 

 

[ 📷 ] (c) Ian Jindal / www.instagram.com/ianjindal

 

RetailCraft 51: "Get more out of life" - in conversation with Paul Hornby, Digital Customer Experience Director at the Very Group

Summary

Paul Hornby, Digital Customer Experience Director at The Very Group (owner of very.co.uk and other brands) joins Ian Jindal and Georgia Scott to discuss his role, career and the positioning of Very within the market.

We explore the history of the group, which dates back to 1890, and how it has evolved into the UK's largest domestic online-only retailer with an integrated flexible payment platform.

We delve into the concept of digital experience and how the Very Group aims to help families get more out of life by offering a wide choice of products and flexible ways to pay. They also touch on the challenges of marketing and personalisation, as well as the ongoing technology transformation at the Very Group.

Listen out for the term "technical cholesterol" - both the phrase and the explanation are delightful and we wish that we'd thought of this, but the recording doesn't lie ;)

 

Takeaways

• The Very Group is the UK's largest domestic online-only retailer with an integrated flexible payment platform.
• The company aims to help families get more out of life by offering a wide choice of products and flexible ways to pay.
• The role of credit is to support families in managing their household income and making purchases more affordable.
• The Very Group is focused on digital experience and constantly optimizing the customer journey.
• The company is undergoing a technology transformation to create a composable architecture and enhance the customer experience.

Quotes

• "Our purpose as a business is to help families get more out of life."
• "Our job was to translate [the heritage] into a digital world, create a compelling digital experience, and then find a way of translating the mechanism of how you could spread the cost online."

Chapters

00:00 - Introduction and Lunch

01:17 - Introducing Paul Hornby

02:12 - Paul's Role at the Very Group

03:39 - The Unique Proposition of the Very Group

04:38 - The History of the Very Group

06:35 - The Catalog Business and Credit Offering

09:26 - The Transition to the Digital World

13:12 - The Role of Credit in Supporting Customers

15:08 - The Value Proposition to Customers

16:35 - Market Competitive Pricing and Credit Options

21:06 - Digital Marketing and Personalization

24:48 - Paul's Career Journey

29:34 - Returning to the Very Group

32:31 - The Technology Transformation at the Very Group

38:11 - Creating a Learning Culture

39:09 - The Exciting Future of the Very Group

 

--  Run time: 48 minutes

INFORMATION:

[ 🖥️ ]

Very - https://www.very.co.uk/

The Very Group - https://www.theverygroup.com/   

 

[ 👨‍👧 ]

Paul Hornby: https://www.linkedin.com/in/paulhornby/ 

Georgia Scott: https://www.linkedin.com/in/georgiajones1/  

Ian Jindal: www.linkedin.com/in/ianjindal/ and www.twitter.com/ianjindal 

 

[ 📷 ] (c) Ian Jindal / www.instagram.com/ianjindal

RetailCraft 50 - "Bring Joy" - in conversation with Mark McKenzie, Technical Director at GuitarGuitar

Welcome to a special episode featuring Mark from Guitar Guitar, who joins us to celebrate the company's 20th anniversary. Hosted by Ian Jindal, Editor-in-Chief of Internet Retailing, and Georgia from Adobe, this episode dives deep into the evolution of Guitar Guitar and its unique approach to music retail.

Mark shares the history of Guitar Guitar, from its humble beginnings to becoming a significant player in the music retail industry. He discusses the company's commitment to providing a personalized customer experience, both online and in-store, and the challenges and triumphs they've faced over the years.

The conversation touches on the innovative ways Guitar Guitar has integrated technology to enhance customer interaction, the importance of maintaining a physical store presence, and the company's recent transition to an employee-owned business model. Mark also highlights their efforts in music education and community engagement, reflecting on how these initiatives align with their core values.

Join us for an insightful discussion about the past, present, and future of Guitar Guitar, and learn how they continue to make music more accessible and enjoyable for everyone.

 

--  Run time: 33 minutes

INFORMATION:

[ 🖥️ ]

Guitar Guitar - https://www.guitarguitar.co.uk/  and https://www.linkedin.com/company/guitar-guitar-limited/ 

[ 👨‍👧 ]

Mark McKenzie: https://www.linkedin.com/in/mark-mckenzie-uk/ 

Georgia Scott: https://www.linkedin.com/in/georgiajones1/  

Ian Jindal: www.linkedin.com/in/ianjindal/ and www.twitter.com/ianjindal 

 

[ 📷 ] (c) Ian Jindal / www.instagram.com/ianjindal

RetailCraft 49 - "Predicting the unpredictable" - in conversation with Radharaman Jha, VP Supply Chain at Flaconi

Welcome to an illuminating discussion with Rad, VP of Supply Chain at Flaconi, Germany's leading online beauty marketplace. In this episode, we delve into the fascinating supply chain management domain within the beauty sector. 

Since its inception in 2011, Flaconi has made gains in the German market, with over 25% share, and continues its successful journey across multiple European countries. Rad, with his extensive experience handling supply chains for luxury brands in Dubai, brings distinctive perspectives on the beauty industry.

Rad brings to life the transformative role of supply chain management in digital retail, emphasising viewing it as a value-adding function fostering business growth rather than a cost centre. 

Rad offers an intriguing overview of the beauty industry’s dynamic nature. He illustrates how brands rise and fall in the blink of an eye due to fluctuating consumer preferences and intense competition. We discuss the benefits of leveraging customer data and predicting stock movements to optimize costs, allied to the notion of sustainability in business practices.

We learn not only about an agile supply chain to support flexible business, but also the dynamics of the online beauty market.

 

--  Run time: 28 minutes

 

INFORMATION:

[ 🖥️ ]

Flaconi - https://www.flaconi.de/ and https://www.linkedin.com/company/flaconi-gmbh/ 

[ 👨‍👧 ]

Rad Jha: https://www.linkedin.com/in/radharaman-jha/ 

Georgia Scott: https://www.linkedin.com/in/georgiajones1/  

Ian Jindal: www.linkedin.com/in/ianjindal/ and www.twitter.com/ianjindal 

 

[ 📷 ] (c) Ian Jindal / www.instagram.com/ianjindal

RetailCraft 48 - ”Activating a City” - in conversation with Juliet Scott-Croxford, President North America for Brompton Bicycle

At the end of NRF 2024 in New York I was able to chat with Juliet Scott-Croxford of Brompton Bicycle. Juliet is President, North America, and leads the growth of this quintessentially British brand in the market.

Brompton is an urban-first, engineering-born, British-made success story, and so the transition to the US is an interesting one. Leading with a combination of product quality and clubhouse retail vibe, they have been at the vanguard of the city-centre, community cycling renaissance that brands like Rapha (just along the road from them in Soho) have embraced.

I caught up with Julia in the back-office stock area of their Soho store as she prepped for an evening event, hence a bit of "real life buzz" in the background of the recording 📼.

In our chat we cover their hire scheme, the Brompton Junction Stores concept, retail partnerships and expansion, Juliet's career path, the importance of a strong team, the "Activating Cities" strategy and the move to B-Corp status...

 

--  Run time: 32 minutes

 

INFORMATION:

[ 🖥️ ]

Brompton Bicycle: https://www.brompton.com/ and https://www.brompton.com/find-a-store/brompton-junction/new-york 

[ 👨‍👧 ]

Juliet Scott-Croxley: https://www.linkedin.com/in/juliet-scott-croxford-72050313/ 

Georgia Scott: https://www.linkedin.com/in/georgiajones1/  

Ian Jindal: www.linkedin.com/in/ianjindal/ and www.twitter.com/ianjindal 

 

[ 📷 ] (c) Ian Jindal / www.instagram.com/ianjindal

RetailCraft 47 - ”3am Brew” - in conversation with Georgie Janion-Shaw, Founder, SISTIR

SISTIR is a coffee-originated gifting brand, that grew from a sisterly conversation (SIS) about coffee (Stirred) around the ideal '3am blend' to power parents through that mid-night wake-up moment for a crying baby.

SISTIR's founder, Georgie Janion-Shaw, joins us in the studio and we hare about the brand's beginnings and how the combination of branding savvy, punning and the availability of a gifting channel in NotOnTheHighStreet allowed them to start. Over time - and through experimentation, optimisation, product development efforts - the product range and channels grew. Georgie share with us her journey and learning with a level of humour and wordplay!

We get a chance to reflect upon the mindset of the growth entrepreneur as well as hearing about the extension into sweets and pets.

See below for the AI-generated show-notes: summary, takeaways and timestamps - pretty impressive and created by Riverside.fm...

 

--  Run time: 33 minutes

 

INFORMATION:

[ 🖥️ ]

SISTIR: https://sistir.com/

[ 👨‍👧 ]

Georgie Janion-Shaw: https://www.linkedin.com/in/georgiejanionshaw/

Georgia Scott: https://www.linkedin.com/in/georgiajones1/ 

Ian Jindal: www.linkedin.com/in/ianjindal/   and www.twitter.com/ianjindal 

 

[ 📷 ] (c) Ian Jindal / www.instagram.com/ianjindal

 

Here's the AI summary...

<ai>

Summary

Georgie, the founder of Novello, shares the story of her coffee brand Sistir and how it started with a concept for a business. She discusses the importance of branding and packaging in creating a unique proposition for consumers. Georgie also talks about launching on Not on the High Street and tailoring product listings for different platforms. She emphasizes the importance of supporting women growers in the coffee industry and how Novello is working towards female empowerment. Georgie shares her experience working at Disney and Hasbro and how it has influenced her approach to product development. She also discusses the mindset of a successful entrepreneur and the challenges of starting a business. Finally, Georgie talks about her plans for the future, including expanding into other product categories and exploring retail opportunities.

 

Takeaways

• Branding and packaging are important in creating a unique proposition for consumers.
• Tailoring product listings to different platforms can enhance the consumer experience.
• Supporting women growers in the coffee industry is a priority for Novello.
• The mindset of a successful entrepreneur involves optimism and a willingness to try new things.

Chapters

00:00. Introduction and Background

01:19. The Story of Sistir

03:13. Starting a Coffee Business

04:34. Launching on Not on the High Street

07:25. Analyzing and Tailoring Product Listings

09:31. Supporting Women Growers in the Supply Chain

12:20. Lessons from Working at Disney and Hasbro

15:20. Becoming an Expert in Coffee

17:36. The Path of Purpose in Retail

18:32. Overcoming Challenges as an Entrepreneur

19:29. The Mindset of a Successful Entrepreneur

20:56. Expanding into Other Product Categories

24:09. Lessons Learned from Global Corporate Roles

25:53. Maintaining Consistency and Flexibility

28:42. Knowing When to Take the Next Step

30:37. Future Plans and Expansion

</ai>

RetailCraft 46 - ”Really Different” - in conversation Kieron Smith, Digital Director of Blackwells, Waterstone and Wordery)

Our studio chat with Kieron (Digital Director at Blackwells, part of the Waterstones group of booksellers) had a number of firsts... Not only the first podcast of 2024 (Happy New Year to one and all!) but also the first time that Georgia and I had been given gifts. In our prep for the studio session Kieron had asked us what were the last three books we'd read. He used this to predict a book for each of us and wrapped them for us to give in the studio! Utterly thoughtful, but more importantly gets to the heart of Kieron's focus upon data AND intuition.

In our conversation we talk about the history of Blackwells (surely one of the most famous longstanding and academic booksellers, now a part of the Waterstones group) and some of the dynamics of the book trade online. We discuss learning and the ongoing quest for information and knowledge, and the vital role of staff in retail. This is the origin of the "really different" of our title - how to engage staff with knowledge, skills, passion and individuality rather than falling into the trap of homogeneity.

There is so much to learn here about individuality, passion and invention in retail - our thanks to Kieron for being so open with us.

--  Run time: 53 minutes

 

INFORMATION:

[ 🖥️ ]

Blackwells (https://blackwells.co.uk/bookshop/home) is part of the Waterstones (https://www.waterstones.com/) group.

 

Kieron's offered books were:

- for Georgia: "A Gentleman in Moscow" by Amor Towles (https://blackwells.co.uk/bookshop/product/A-Gentleman-in-Moscow-by-Amor-Towles/9780099558781) 

- for Ian: "Tokyo Express" by Seicho Matsumoto (https://blackwells.co.uk/bookshop/product/Tokyo-Express-by-Seicho-Matsumoto-author-Jesse-Kirkwood-translator/9780241439081)

 

[ 👨‍👧 ]

Kieron Smith: https://www.linkedin.com/in/kieron/

Georgia Scott: https://www.linkedin.com/in/georgiajones1/ 

Ian Jindal: www.linkedin.com/in/ianjindal/   and www.twitter.com/ianjindal 

 

[ 📷 ] (c) Ian Jindal / www.instagram.com/ianjindal   

RetailCraft45 - ”Consumer moments” - in conversation with Ntola Obazee (Emma Bridgewater) and Raine Peak (New Look)

Ntola and Raine joined Georgia and me in the studio and reminded us just why a roundtable discussion is so much fun and enlightening!

Raine - the head of digital at New Look (www.newlook.com) - talks us through how to connects with the 'moments' in customers' lives, and of course the planning, data, heuristics and approaches needed to deliver that at scale. We hear about her experiences ranging from luxury and digital (Farfetch) to high street (Arcadia), fast-moving digital (Boohoo.com) to more 'considered' retailers.

Ntola - trading director at Emma Bridgewater - picks up on the themes of data, customer focus and engaging the consumer and discusses how the pottery-and-homeware brand is embracing digital.

Ntola is a podcast host too, and creator of the Trailblazers Experience podcast that you can get on Apple Podcasts here: https://podcasts.apple.com/us/podcast/the-trailblazers-experience-podcast/id1674539126?app=podcast 

 

--  Run time: 44 minutes

 

INFORMATION:

[ 🖥️ ]

NewLook is at www.newlook.com

Emma Bridgewater is www.emmabridgewater.co.uk 

Ntola's podcast: https://podcasts.apple.com/us/podcast/the-trailblazers-experience-podcast/id1674539126?app=podcast 

[ 👨‍👧 ]

Raine Peak: https://www.linkedin.com/in/raine-peake-19954a11/ 

Ntola Obazee: https://www.linkedin.com/in/ntolaobazee/ 

Georgia Scott: https://www.linkedin.com/in/georgiajones1/ 

Ian Jindal: www.linkedin.com/in/ianjindal/   and www.twitter.com/ianjindal 

 

[ 📷 ] (c) Ian Jindal / www.instagram.com/ianjindal