OFFBounds

Is your brand ready to engage in the running era? Find out what our host Paula Macaggi discovered during our Markets Episode, which focused on the rise of the "Running Era" ??♀?. Along with amazing retail experts Renee Hartmann and Marcel Melzig! Find the episode below, and don't miss the conversation ??

??♀?The Rise of Run Culture: What it means for brands and communities? Today, our host Paula Macaggi shares everything about the booming of running and how brands can navigate opportunities and trends, beyond sportswear. Running has surged into a global phenomenon post-pandemic, transforming marathons and run clubs into cultural moments and vibrant communities. From record-breaking numbers at the NYC Marathon to cosmetics giant Maybelline becoming the event’s first cosmetic partner, running is more than a sport—it’s a lifestyle reshaping the world as we know it. Joined by retail experts Renee Hartmann and Marcel Melzig, we discover how brands like On, HOKA, and Bandit capture consumer attention with community-focused strategies, innovative partnerships, and a unique blend of fashion and function. Explore with us the insights on:? ??♂? Learn why running is becoming the new "place to be". ??♂? ?How brands leverage this movement to engage with health-conscious and community-seeking consumers. ??♂? ?How this trend influences B2B networking events. Find the interview in the comments! ?? #offbounds #running #runningculture #onrunning #hoka #runculture

?? Lessons from VEJA’s Co-founder SEBASTIEN KOPP At the closing day of Web Summit Lisbon, Sébastien Kopp, co-founder and creative director of VEJA, shared the remarkable 20-year journey of the sustainable sneaker brand. VEJA’s story is not just about creating a product but about building a movement for better practices in fashion and supply chains. It all began with a decision: Sébastien and his co-founder left their jobs in 2004 to pursue their dream of starting a nonprofit organization. But as their mission evolved into creating sneakers that could challenge the status quo—products made ethically and with environmental care. From the outset, their focus was on raw materials. They traveled to Brazil, where they found small-scale farmers cultivating organic cotton. In 2004, organic cotton was a rarity, priced 17% higher than conventional options. This premium reflected not only its scarcity but also the challenges faced by farmers working on small plots of land with limited resources. Their search for sustainable materials also led them to the Amazon rainforest, where they sourced natural rubber. They purchased three tons of rubber, sourced directly from workers in the region. Unlike conventional sneaker production—often reliant on plastic—VEJA aimed to create a supply chain built on traditional, natural materials. Kopp highlighted the stark contrast between Brazilian and Asian labor laws, noting that Brazil’s shorter workweeks and stronger social protections presented challenges but also aligned with their ethical vision. This approach resulted in developing a slow yet resilient supply chain that continues to thrive. From production to distribution, VEJA sought innovative solutions. Their Parisian warehouse employs workers from social inclusion programs, reinforcing the brand's commitment to supporting marginalized communities. VEJA also takes sustainability beyond manufacturing by offering shoe repairs, extending the lifespan of its products, and even collaborating with cobblers to repair clothes. For Sébastien, VEJA is more than a brand—it’s a living project that prioritizes purpose over profit. “We are not chasing money or investors. It might seem utopian, but after 20 years, we’ve proven it’s possible,” he remarked. In a world where fashion often prioritizes fast trends over environmental and social responsibility, VEJA stands out as a powerful reminder that sustainable practices are not only necessary but achievable. #offbounds #websummit #websummitlisbon #veja #vejasneakers #sebastienkopp

?? IKEA’s Vision for a Sustainable Future: Growth with Responsibility At Web Summit Lisbon, Parag Parekh, Chief Digital Officer at IKEA Retail (Ingka Group), shared insights into IKEA's ambitious initiatives to become a leader in sustainable retail. In conversation with Colin Daniels, M.A., Digital Editor at ADWEEK, Parekh outlined IKEA’s roadmap to make sustainability an integral part of its mission, from product design to customer engagement. 1?? Accessibility as the Key to Sustainability For IKEA, making sustainable choices available and affordable is at the heart of their mission. Parekh emphasized that IKEA’s approach to sustainability goes beyond simply offering eco-friendly products—it’s about making them accessible to everyone. By 2030, IKEA aims to cut its emissions by 50%, and this target involves a complete overhaul of its operations, focusing on durability and recyclability in every product. 2?? Circular Economy and Customer Education IKEA is actively promoting circularity by educating customers on sustainable practices. They have introduced “sustainability corners” in stores to show how everyday choices can be more eco-conscious. They’re also rolling out a peer-to-peer reselling option in select markets, enabling customers to resell IKEA products, and in Amsterdam, they even recycle mattresses purchased from other stores. 3?? AI as a Driver of Efficiency and Circularity Parekh highlighted how AI plays a crucial role in IKEA’s digital and environmental initiatives. AI powers features like scanning a room to recommend products that suit the space and offering sustainable tips tailored to each item. AI also optimizes logistics by shipping products from the nearest store to minimize transportation emissions. For assembly, AI helps customers set up and disassemble furniture, promoting longer product lifespans, especially when moving. 4?? Reducing Food Waste and Responsible Production With one of the largest food service operations in the world, IKEA is using AI to minimize food waste by forecasting daily production needs accurately. This focus on efficient production aligns with IKEA’s commitment to a low-waste, high-impact business model. 5?? Measuring Success with Clear KPIs Parekh stressed that true progress requires accountability. IKEA has established clear sustainability KPIs to track its journey toward these ambitious goals, reinforcing that growth and sustainability can go hand in hand. 6?? Growing Sustainably By integrating sustainable practices at every level—from design to delivery—IKEA is setting a powerful example for the industry. Parekh believes that IKEA’s journey demonstrates how large retailers can expand their reach while remaining committed to environmental responsibility, proving that growth and sustainability can coexist in harmony. #websummit #offboundswebsummit #ikea #ingkagroup

?? Making the Future of Fashion Cool with Ganni A/S and Recover On day two of Web Summit Lisbon, Lucy Maguire, Senior Trends Editor at Vogue Business, hosted a session with Nicolaj Reffstrup, Co-founder of GANNI, and Anders Sjoblom, CEO of Recover?, to discuss strategies for reducing fashion's environmental footprint. Here’s how they’re aiming to make sustainability both accessible and appealing. ? Nicolaj introduced?Fabrics of the Future, an initiative GANNI launched in 2019 to explore, test, and scale new sustainable materials. This project showcases GANNI’s focus on disrupting conventional practices, particularly through innovations like polyester recycling. Nicolaj explained that the process is challenging, especially in coordinating with suppliers, but GANNI has adopted a “fail fast” mindset to prioritize continuous improvement over perfection. With their motto, “We’re not a sustainable brand,” GANNI underscores its commitment to honesty. Instead of positioning itself as flawless, GANNI wants to make sustainability attractive by creating cool, fun, and edgy products. For Nicolaj, this effort represents both a duty and an exciting opportunity for the fashion industry to spread awareness and inspire change. ? Anders Sjoblom, CEO of Recover?, a leader in sustainable material innovation, discussed the company’s work in developing scalable recycling solutions that allow partnerships with major brands. Although Recover? has made advancements in recycled materials, Anders pointed out that convincing designers to incorporate these materials from the beginning is challenging. The cost of sustainable materials and the need to raise their perceived value are also obstacles to overcome. Recover? promotes the appeal of sustainability by focusing on storytelling and transparency, which help consumers recognize the worth and impact of sustainable choices. Anders’s goal is to produce items people not only want to buy but feel good about using. #offbounds #websummit #offboundswebsummit #ganni #recover #sustainablefashion

?? Balancing Technology and Human Touch: How Etsy Stands Out in a Competitive Marketplace Etsy’s CEO Josh Silverman was interviewed by Hope King, Business Reporter at Axios, and talked about the balance between tech and human input, with AI tools at Etsy, a platform that empowers creative entrepreneurs. 1. The Role of AI on Etsy’s Platform: Etsy uses AI-powered tools to improve inventory management and understand consumer preferences, which helps connect buyers to the most relevant products. These tools also allow Etsy to celebrate and highlight its sellers’ unique art, enhancing the platform’s reputation as a creative, personalized marketplace. 2. Competition and Price Pressure (Temu and SHEIN): The arrival of competitors like Temu and SHEIN has added pricing pressure to Etsy’s marketplace. However, Etsy maintains its stance on avoiding discounts, choosing instead to differentiate itself through quality and trust, rather than by competing on low prices. 3. Marketing Investment and Brand Trust: Etsy has made substantial investments in marketing to reinforce its brand differentiation. Known as a trusted platform, Etsy is particularly valued by micro-entrepreneurs, often women, who begin their selling journey here. This has strengthened Etsy’s image as a “business of one” platform, supporting small-scale entrepreneurs. 4. Introducing Video on the Platform As part of its commitment to innovation and enhancing the shopping experience, Etsy recently introduced video capabilities. This feature helps sellers add visual context to their products, increasing engagement and potentially driving sales. #offbounds #offboundswebsummit #etsy #ceo

??Whatnot: Meet the Largest Livestream Shopping Platform in North America and Europe “The future of shopping is here, and it's live.” According to Tom Verrilli, Chief Product Officer at Whatnot, the typical buying journey on platforms like Amazon has become isolated and impersonal. ? By reducing every seller to the same UX/UI format, these platforms have led consumers to focus solely on price, often overlooking product quality and authenticity. ? Livestream shopping, however, has transformed the experience, making it communal and authentic. As Verrilli explains, “Everyone can sell anything they can tell a story about.” In this fast-growing, modern approach to shopping, the mysterious seller is now a familiar face with whom customers can interact, see live, and ask questions directly. "Commerce has never been only transactional," Verrilli points out. By September, livestream sellers on Whatnot had achieved over $2 billion in year-to-date (YTD) sales, a testament to every seller's stories. #offbounds #offboundswebsummit #whatnot #livestreamshopping #livecommerce #retail

?? Alibaba Group’s latest AI solution for small business “This is just the beginning. We’re not building a tool; we’re building a platform for entrepreneurs,” said Kuo Zhang during his presentation at Web Summit, introducing the e-commerce giant’s latest launch: an AI chatbot called Accio, designed to help small businesses source supplies. According to Alibaba.com’s President and head of AI, this personal sourcing agent will focus on small businesses across Europe and the Americas. The AI-powered B2B search engine responds to both text and image prompts, utilizing data from 50 million businesses on Alibaba’s international platform. With Accio, businesses can: - Find wholesale products - Analyze product popularity among consumers - Project potential profits of specific products ?? CNBC reports that businesses using Accio have seen purchases increase by 40% compared to traditional search engines. We’re excited to watch this tool evolve!? #offbounds #offboundswebsummit #alibaba #accio

?? The H&M Group business side that supports entrepreneurs and startups In an interesting conversation conducted by Lucy Maguire, Senior trends editor at Vogue Business, we learned with Nanna Andersen, their Chief of New Growth & Ventures, about the H&M Group Ventures, one of the company’s business areas that invests and collaborates with startups and entrepreneurs. Along with them was Oscar Rundqvist, Co-founder and CEO at eComID, an AI-powered software backed by H&M Group Ventures, and named in 2024 “Sweden’s 35 Most promising AI Startups” by Breakit, and “Nordics’ Hottest Startups” by Techarenan. Their solutions enable brands to reduce product returns while cutting carbon emissions and driving growth. According to Nanna, this business area of the group is to drive and promote entrepreneurship, investing both capital and knowledge, but mostly “finding value beyond the capital they invest”. Right now they have 36 companies in their portfolio, which is focused on: 1. Sustainable fashion 2. New retail 3. Enablers and Services She remembered two use cases, one was a brand that wanted to scale, so H&M Group Ventures provided and improved their warehouse knowledge. The second one was a collaboration with a brand that wanted also to grow, and H&M began to sell their products in their stores.? ?? And how can you catch H&M’s Group Ventures' attention? Nanna advises that “it's all about the entrepreneur”, focus on the pitch, and bring the idea to the table. Regarding advice, Oscar’s three points to make his business effective were "you should surround yourself with a great team, be obsessed with the problem, and always have feedback, build, but make sure to take feedback, and keep the customers very close.” Do you already know this business side of the H&M Group? #offbounds #offboundswebsummit #hmgroup #hmventures #ecomid #retail

?? Hello Web Summit Lisbon! Between some pastel de nata, and a blue sky, we'll cover exciting sessions about Lisbon's event this week. Keep in touch here to find everything ?? #offbounds #offboundswebsummit