Retail 100 2025: Three leadership learnings from the UK’s top execs

1. Innovation must be customer-centric  

There are 20 entries in this year’s Retail 100 Experience Innovators category, earning their spot for their efforts to reignite the thrill of shopping. 

They demonstrate the power of elevated shopping experiences as they supercharge CX and, regardless of sector, business size, or whether omnichannel or online-only, entrench the customer at the heart of everything. 

Our list epitomises the power of evolved customer loyalty strategies. Sephora UK managing director Sarah Boyd is in the list again, leaning into a points-based loyalty programme as the dynamic beauty brand continues to recruit new customers and delight its existing legion of brand superfans. Also driving brand advocacy, under chief executive Michael Murray’s leadership, Frasers Group announced a membership scheme for Sports Direct. 

Many of our entries are diversifying their loyalty-driving tactics and integrating customer-centric technology and experiences across their retail ecosystems to ensure consumers’ individual needs are so effectively met that they remain immersed in the business and rewarded for their commitment. 

Beauty retailers are well represented in the Experience Innovators, with Charlotte Tilbury Beauty chief executive Demetra Pinsent’s personalised, experience-focused strategy key to the brand’s success at capturing and keeping customers.   

2. Sustainability success demands experimentation 

The number of Sustainability Activists halved to five in 2025 compared to 2024, perhaps indicative of other issues keeping retail leaders up at night. As economic and political pressures converge, and retailers are asked to do more with less, sustainability strategies are arguably at risk of slipping down the agenda as priorities shift. 

Even more reason for the influence of green crusaders to be celebrated – Reformation chief executive Hali Borenstein is an exciting new entry to the Retail 100, as her leadership ensures the clothing brand stays true to its mission to make “killer clothing without killing the environment” with bullish sustainability aims such as producing all its fabrics from recycled materials by the end of this year. 

And while our Sustainability Activist numbers may be diminished, the impact those activists are having has not, as some make a foray into physical retail, increased their visibility and access to new audiences. Vinted marketplace chief executive Adam Jay is back on the list for another year, with the pre-loved retailer’s opening of a physical pop-up shop, highlighting the need for a degree of experimentation to make real progress in sustainability.  

3. Leadership means taking a stand against crime  

This year we celebrate seven People Champions. And what a year it has been for the influential individuals bringing about very real, impactful change for retail workers at a time when it is keenly needed. 

Ever a people advocate, Retail Trust chief executive Chris Brook-Carter’s entry to the list in 2025 is deserved for his resolute campaigning for retail workers to be protected amid rising crime rates. The efforts of industry orators have paid off, with assaults against retail workers being made an offence, plus harsher penalties for shoplifting coming in as part of the government’s crime and policing bill. 

BRC chief executive Helen Dickinson is also recognised for tirelessly campaigning for this crucial imperative, as well as speaking out on Reeves’ controversial Budget measures and the potential impact of US President Donald Trump’s tariffs.   

Meanwhile, H&M UK and Ireland chief executive Henrik Nordvall joins the Retail 100, having raised the bar when it comes to his people and leadership approach. 

The Retail 100 demonstrates that standing up for colleagues and consumers is a non-negotiable for true People Champions.