From Superdrug’s new interactive ‘Beauty Playground’ activations and insight hot out of Klaviyo’s K:LDN event from Paul Smith, Jacquemus and Bee Inspired to Westfield launching a permanent fashion repair studio, what’s been making waves in retail this week?

Superdrug launches Beauty Playgrounds for immersive shopping

Superdrug has announced the launch of 30 new ‘Beauty Playgrounds’ across the UK, offering customers immersive and interactive buying experiences.

Part of its ‘Beauty is our Duty’ mission, Superdrug’s Beauty Playground concept aims to go beyond traditional shopping experiences, delivering a hub of beauty discovery that allows customers to explore brands, access services, tap into expert advice and create content while they shop.

The first activation launched earlier this week (25 June) in Superdrug’s London Westfield Stratford flagship. It will then roll out across 30 of its destination stores, including Manchester Trafford Centre, Glasgow Braehead and Cardiff St Davids between now and August 2025.

---

Paul Smith, Jacquemus and Bee Inspired discuss all things fashion and data at K:LDN

At Klaviyo’s K:LDN event, we caught a fashion-focused session exploring how apparel retailers are optimising engagement. Steve Rowland, President at Klaviyo, was joined by Paul Smith, Jacquemus and Bee Inspired, who discussed:

👔How shapeshifting shopper styles are shaking up engagement
💻Consumers’ evolving channel mix and what it means for retail strategies
🤑Moving beyond one-dimensional discounting
📈Using data and personalisation to drive performance
🛒Connecting stores to enhance cross-channel CX
💞Paul Smith’s new loyalty programme plans

Read the full session write up here: Klaviyo K:LDN 2025 – Paul Smith, Jacquemus and Bee Inspired on when style meets data.

---

Westfield opens permanent fashion repair studio with SOJO

Westfield has launched SOJO’s Fix & Fit repair and alterations service at its Westfield London and Westfield Stratford City shopping centres. Partnering with SOJO, the service aims to extend the lifecycle of clothing by offering repairs and alterations.

“With 59% of UK consumers seeking more reuse and repair options over the next five years, this partnership is both timely and essential,” said Katie Wyle, Director of Shopping Centre Management, Northern Europe at Unibail-Rodamco-Westfield.

Consumers can book tailoring, repair or refitting services either in-store or online, with mended or altered garments then collected in person or delivered to the customer’s home.

---

Wunderkind launches ‘Build’, its first composable marketing solution

Wunderkind has launched Build with Wunderkind, an API-first integration suite.

The new solution gives brands access to its capabilities, including identity resolution, behavioural triggers across channels and personalisation intelligence, without having to overhaul their existing tech stack.

“It gives brands full control over how they ingest, map and activate data – while still tapping into the unmatched reach and lift of Wunderkind’s agentic decisioning engine,” said its CEO Bill Ingram.

---

Guest Post | Node4’s Glenn Akester on rethinking cyber security in retail

In the aftermath of recent cyber attacks on the UK’s retail industry – from M&S, to Co-op and Harrods – many firms, including big household names, may lack the cyber resilience and operational readiness to withstand the increasing number of cyber threats, says Glenn Akester, Technology Director for Cyber Security & Networks at Node4.

In our latest guest post, Akester explores how retailers can better protect their complex and vast attack surface, as well as outlining strategies for overhauling out-dated security practices and building a culture for cyber threat resilience.

Read the full article here: Guest Post | Node4’s Glenn Akester on rethinking cyber security in retail.

---

DHL eCommerce UK taps ZigZag for international returns

DHL eCommerce UK will expand its partnership with returns specialist ZigZag to simply international returns for shoppers, while helping retailers recoup costs from export duties paid on returned goods.

The move comes as the rise in social commerce among shoppers is prompting more international deliveries and and the need for reverse logistics. “International ecommerce continues to grow at a rapid pace but the retail industry remains under pressure,” said Stuart Hill, CEO at DHL eCommerce UK.

Shoppers will be able to register returns through an online portal that will identify convenient local drop-off points for their return, with DHL’s fast and reliable returns service ensuring goods are returned quickly, allowing them to be available for re-sale sooner. 

---

Morrisons, Kingfisher & KIKO Milano among first confirmed speakers for NRF Europe 2025

Morrisons’ CEO Rami Baitiéh, along with senior retail leaders from Kingfisher, KIKO Milano and Zalando, have been confirmed to speak at NRF’s inaugural European event, NRF Big Show Europe.

They will join Guillaume Motte, President & CEO of Sephora, who was confirmed to headline earlier this month. Motte will deliver a keynote discussing the brand’s core belief that beauty thrives on diversity and discovery.

NRF Europe takes place between 16 – 18 September at Paris Expo Porte de Versailles. Further details on confirmed speakers to date and registration details, here: NRF Europe 2025 – Morrisons, Kingfisher & KIKO Milano among first raft of speakers announced.