The investment round, which includes contributions from entrepreneur Dilesh Mehta and a syndicate of retail specialists, marks a pivotal shift for the brand. Acquired in late 2025 by a group led by former The Body Shop and Molton Brown CEO Charles Denton, the business is now pivoting toward an AI-first operational model. The company intends to integrate machine learning across its supply chain, merchandising, and pricing strategies to optimize efficiency.
Beyond back-end upgrades, the firm is prioritizing a modern in-store experience that blends traditional shopping with content creation and community engagement. This strategy is already underway following the launch of a Studio Store in Sheffield, with further expansion planned for Derby and Leicester this month. Denton stated that the goal is to move beyond conventional retail models by unifying physical presence with creator-led commerce and intelligent decision-making.
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