Offcuts is a podcast and newsletter about AI and commerce. It is read and listened to by people at Stripe, Shopify, Dr. Martens, Loewe, H&M, Mercedes-AMG F1 and hundreds of other brands shaping ecommerce. Written and recorded by practitioners, for the people running consumer brands. We cover what is actually changing in the AI and commerce landscape, what it means for the way brands grow, and what founders and operators are doing about it. No hype, no tool reviews. Just honest thinking from…
On this episode I sit down with Eleanor Warnock, a writer, journalist and communications expert based in London who has worked for The Wall Street Journal, the Financial Times's Sifted, and the Reid Hoffman-backed AI company Every. She's currently an advisor to Bek Ventures, ranked the top-performing VC firm globally since 2010 by HEC-Dow Jones, and holds an MBA from INSEAD. Eleanor is about to…
On this episode I sit down with Olivier Legris, co-founder of Alter, a native macOS AI assistant that refuses to bet on any single model, and founder of Clauders, the global Claude Ambassador community. Olivier's thesis is simple: the model doesn't matter to most people, the task does. Alter started as a frustration with Siri and has become a Mac-native, model-agnostic assistant with its own…
On this episode, I sit down with Nico Willson, co-founder of Futsol, to talk about what happens when you look at the world's most popular sport and decide the brands serving it are getting it completely wrong. Futsol started from a simple observation: every other sport - cycling, running, boxing - had developed a culture and community around it that people actually wanted to belong to. Football…
On this episode, I sit down with Annica Rantala, CEO of Rapunzel of Sweden, to talk about what happens when you take a category dominated by professionals and salons and hand it directly to the consumer. Rapunzel is a Nordic pioneer in hair extensions - built on a direct-to-consumer model from day one, with 81% of revenue through their own e-commerce. We get into how that model works in practice:…
On this episode, we did something different - Offcuts went live in Stockholm in front of a room of commerce operators. I'm joined by two people who've each spent the best part of two decades inside consumer brands: Erik Arnewing, CTO at Stellar Equipment and twenty years at Sneakersnstuff before that, and Ola Ekerhov, who ran ecommerce at Acne Studios for sixteen years and now advises mid-sized…
On this episode, I ask whether a brand built entirely on restraint and considered growth can have a coherent relationship with AI. I sit down with Andrew Cottington, Director of Digital at Studio Nicholson, the London-based fashion brand known for its modular wardrobe, fabric-led design, and a customer base that tends to find it rather than be found. We dig into how a brand that deliberately…
On this episode, I sit down with Sam Atkinson, co-founder of Swap, to get into one of the more interesting infrastructure stories in commerce right now. How do you build the back office that nobody wants to think about, and use it as the foundation for something that changes how people shop entirely? Sam played semi-professional football for West Brom until 18, studied law, worked at McKinsey, ran…
On this episode, I sit down with Jojo Regan, co-founder of MANORS Golf, to get into one of the more interesting brand building stories in British commerce right now. How do you take a sport with one of the strongest aesthetic traditions in the world and completely rewrite what it looks like? We get into the cultural moment golf is having, why they backed a creator over a tour pro, the 90s…
In this episode, I sit down with Juan, CMO of Swap, to explore a question that's becoming harder to ignore: what does B2B brand building actually look like when the category you're marketing didn't exist two years ago? Swap covers a wide surface area - returns, logistics, package protection, cross-border operations, and now an agentic storefront. We dig into how you build a coherent brand around a…
In this episode, I sit down with Lucas Wasniewski, co-founder and CEO of Flowlife - a Scandinavian recovery-tech brand on a mission to help people reach their full potential through an active lifestyle, enabled by technology. What started as a single product has evolved into an entirely new category within recovery, combining performance, health, and design, while scaling internationally with a…
In this episode, I sit down with Henrik to ask a fundamental question for consumer brands: can you actually trust your data? Drawing on his experience scaling Babyshop and building Dema, Henrik explains why most brands don’t have a data problem in isolation. They have a decision-making problem. Marketing, inventory, fulfilment, returns, and finance all live in different systems, and once you try…
