Behind the Storefront
London 2026
Come behind the storefront with NewStore at this year’s fully reimagined Endless Aisle Live, where we explore what the best-run stores are doing differently, right now.
We’re inviting you to step inside some of London’s highest-performing stores to explore the strategies, systems, and decisions quietly driving performance in today’s market. Let’s be honest, it hasn’t been an easy run for retailers in recent years. However, there is a version of retail that is thriving right now. Not every store. Not every brand. But specific operators, making deliberate decisions, supported by the right systems and the right teams, are pulling away from the rest of the market.
The difference isn’t visible from the window. It’s happening behind the storefront. And this is your invitation to go inside. Not as an observer, but as an operator, to experience what’s really driving performance and why it matters more now than it ever has.
The difference isn’t visible from the window. It’s happening behind the storefront. And this is your invitation to go inside. Not as an observer, but as an operator, to experience what’s really driving performance and why it matters more now than it ever has.
Conference Details
- Wednesday, June 17th, 2026
- 09:30 - 17:30 BST
- The Century Club Soho, London
Why this matters now
In-store has become the most powerful expression of a brand. In a world shaped by AI, where discovery is digital, and expectations are instant, the physical store is where experience becomes real and where the gap between brands is increasingly defined. And that gap is growing.
57%
of UK consumers say in-store experience directly influences whether they return to a brand.” PwC UK Consumer Insights, 2025
£1.8bn
is lost annually by UK retailers due to poor in-store execution.” BRC / EY-Parthenon UK Retail Analysis, 2025
23%
only of UK retail leaders have achieved unified commerce across their store estate.” Adyen UK Retail Report, 2025
WHY ATTEND?
The Endless Aisle Live experience
This is not a conference. It’s a day with a difference.
Here's why you should attend:
Here's why you should attend:
A morning of store visits & investigation
You’ll spend the morning inside a curated selection of flagship stores across London, including Rapha, AllSaints, Clarks, and Kurt Geiger, experiencing them as a customer, not a guest.
You’ll be given a brief, a perspective to form, and a budget to spend. Because the most valuable insight you’ll gain won’t come from a slide. It will come from the experience itself.
You’ll be given a brief, a perspective to form, and a budget to spend. Because the most valuable insight you’ll gain won’t come from a slide. It will come from the experience itself.
An afternoon of conversation & collaboration
The afternoon brings the room back together for rooftop conversations in one of London’s most exclusive members’ club settings. Together, we’ll share reflections and hear from the people shaping some of the most successful retail stores and operations today.
Every part of the day is designed to move beyond surface-level thinking and into what’s really happening behind the storefront.
Every part of the day is designed to move beyond surface-level thinking and into what’s really happening behind the storefront.
SPEAKERS
Speakers & contributors
Fabrice Khullar
Director of Product, UX & CVR Optimisation Boots
Retail Panel
Steve Borg
Group Tech and Transformation Director Whitestuff
Keynote Speaker
Hannah Creighton
Head of Retail Operations JOSEPH
Speaker
Mike DeSimone
CEO NewStore
Speaker
Katie Street
Host at Marketing in the Madness
Fireside Chat
James Brazeley
Enterprise Architect at The White Stuff
Fireside Chat
Cailin Broccoli
VP of Customer Success NewStore
Fireside Chat
Meriel Neighbour
Director of Technology Delivery and Transformation River Island
Fireside Chat
LOCATION
Your venue for the day
The Century Club, Soho
We’ll be hosting the day at The Century Club, Soho, one of London’s most distinctive private members’ spaces, set in the heart of the city’s retail and cultural district.
For this event, we are taking over some of the venue’s most impressive spaces, including its private theatre, The Green Room, and its rooftop garden restaurant. This is one of the few open-air dining spaces in central London, overlooking the capital’s retail heartland.
It’s a setting designed to inspire the kind of conversation this day demands.
For this event, we are taking over some of the venue’s most impressive spaces, including its private theatre, The Green Room, and its rooftop garden restaurant. This is one of the few open-air dining spaces in central London, overlooking the capital’s retail heartland.
It’s a setting designed to inspire the kind of conversation this day demands.
AGENDA
How the day will play out
09:30AM
Arrival & Breakfast
Start the morning with coffee, breakfast, and the kind of conversations that set the tone before the day begins.
10:15AM
Behind the Storefront: The Briefing
A short, sharp session delivered by your hosts, NewStore to frame the day and set your mission.
11:00AM
Store Tours
Out into the field to experience, investigate, and spend time inside some of London’s most innovative and best-run stores.
12:45AM
Rooftop Lunch & Conversation
Reconvene to share the findings from the store tours over lunch – what stood out and what it means for future store experiences.
1:45PM
Reflections from the room
A collaborative session that includes of short, honest takeaways from across the group.
2:00PM
Onwards – Inside the Decisions
Candid conversations with the people shaping modern retail.
3:30PM
Keynote Speaker
A very special retail guest is joining us to challenge thinking and close the day.
4:30PM
Rooftop Drinks & Networking
Not your usual networking session – this will be drinks with a few surprises thrown in!
5:30 - 8:00PM
After party!
Drinks and networking continue in more intimate settings built for conversation!
SPONSORS
Our partners in Endless Aisle Live
What does the event look like?
Register now.
Register below to join us at the conference.