How I got here
My journey started at 16, on a summer internship in Shanghai for an international logistics company. I haven't looked back since. Over the decade that followed I've sourced products, brought brands to market and built the online stores that sell them, across apparel, homeware, kitchenware, consumer appliances and floorcare, from entry-level lines through to premium ranges, with EV and renewable tech alongside.
Some of what that's looked like: introducing a smart vacuum range that grew a distributor's floorcare turnover from £1.8m to £7m in eighteen months. Joining a startup as its first employee and spearheading its product and revenue growth into a six-figure-a-month business. Running a household-name brand licence globally, dealing with customers across the world. Helping manufacturers like the ones behind Fitflex and Packsee go direct to consumer and build the strategy to get their products into distributors. Different businesses, same job: take hold of the whole chain and make it pay.
People ask me why I do this. I do it for the love of the game. I love helping someone bring an idea to life, or helping them fix a business that's stuck. It's your livelihood, and I don't take the responsibility of helping you lightly.
In the field: supplier meetings, product samples, factory floors and trade shows.
Most ecommerce agencies grow out of one discipline. A performance shop that learned to run ads. A studio that learned to build stores. A brand agency that learned to design. They're good at their slice, but the slice is all they see, and the parts of your business they don't touch are exactly where the money quietly leaks away. I come at it from the other direction, because I've done every stage myself, and I know how a decision in sourcing shows up in your margins, how a logistics choice changes your conversion rate, and how your marketing only works if everything upstream of it is right.
The orchestrator model
I don't try to own every function in-house. I run the chain as one system and plug in the right partners where it makes sense, with sourcing options across multiple countries and fulfilment through certified 3PLs rather than warehouses I operate myself. I'll find the links that work for your business and its needs. Not a one-trick pony, but a conductor making sure your business flows through the right routes.
AI at the core
AI isn't a bolt-on here. It's the operations layer that lets a small team run the workload of a much larger one, from customer service agents to the systems that keep sourcing, stock and marketing talking to each other. It's the reason a small business can now achieve greatness, and if AI agents are the only thing you need, I build those on their own too.