Live from the Vusion Podcast Studio at NRF's Big Show Europe in Paris, Omni Talk's Chris Walton sits down with Aleksandra Olszewska, Global Commercial and Digital Director at Desigual, for a candid conversation on brand reinvention and where digital and store leadership meet.
Aleksandra traces her path from studying literature to leading digital, CRM, and now commercial strategy at Desigual, explains why a digital-first background makes the move into store easier, and walks through Desigual's five-year brand reinvention — including the "diet phase" that came before the brand's bold return. She closes with what's next: balancing growth and profitability, and putting AI to real use.
In this episode:
• From studying literature to leading digital, CRM, and commercial strategy
• Why it's easier to move from digital into store than the reverse
• Inside Desigual's five-year brand reinvention and its return to boldness
• The results: double-digit sales growth and a younger customer base
• What's next: growth vs. profitability, and putting AI to work
🎧 Subscribe to Omni Talk Retail for more conversations with the leaders shaping retail.
