Amid shifting consumer expectations, rising operational pressures and rapid advances in technology, Howard Kennedy has launched its latest edition of the Edge of Retail 2026 report – an exploration of how retail brands are evolving to connect, innovate and grow.
The report highlights how wellbeing brands like NEOM, cultural beauty leaders such as Skin Cupid and experiential operators including Hermanos are redefining the customer experience economy. It examines how AI is accelerating change across both operations and personalisation, enabling retailers to deepen insight, build community and deliver more meaningful interactions.
Structured around the E.D.G.E. framework, the report explores:
EVOLVE – category expansion, cross‑border growth and regulatory considerations shaping the future of beauty, wellbeing and AI‑enabled design
DISRUPT – the impact of AI and culture‑driven trends on discovery, experience and engagement
GROW – how shifting values and expectations are influencing loyalty, leadership and service
EXPAND – the role of storytelling, sourcing and real estate strategy in sustainable growth
Featuring insight from a range of high-growth brands, the publication provides a forward‑looking view of the opportunities and challenges ahead.
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