RetailCraft 05 - 'all cake, no ache' - with Sweaty Betty, Orlebar Brown and the RXAU Australia Top250
Play • 43 min

In our 5th episode's discussion with the people behind multichannel retail we catch up with Annabel Thorburn, VP of eCommerce at Sweaty Betty, and Jamie de Cesare, Digital Director at Orlebar Brown.

Sweaty Betty is a characterful 'athleisure' brand that originated in the UK and now has stores internationally. Known for a direct, fun tone and stores that host yoga events and are very friendly, we ask Annabel about her role, the idea of a 'digital flagship' and how digital and stores can work together. Orlebar Brown is a British startup success that has moved from a tailored, luxury swimshorts company to a broader luxury brand. Jamie discusses the brand's growth, his role and the importance of brand values.

We round off with Martin Shaw, Head of Research, telling us about the new RXAU Australia Top250 report that's just been published...

Run time: 42 minutes.



Annabel Thorburn:

Jamie de Cesare: 

Jamie Merrick:

Martin Shaw: 

Ian Jindal: and


Recorded on location in London, UK at Spiritland Studios. Episode photo credit: Ian Jindal.


We reference the RXAU Top250 report that you can access here:


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