True's Startup Zone
A huge thank you to everyone who visited us at the Startup Zone at this year's World Retail Congress. We were thrilled to showcase ten pioneering startups that are redefining the future of retail—driving smarter, faster, and bolder business growth.
We'd also like to thank the incredible founders and teams behind:
Wayvee Analytics, VisionR, Syprup Tech, NearSt, 7Learnings, Fabric, 3D Cloud, Selectika, PolyAI and Discover Dollar.
Each startup was handpicked for their innovative approach and potential to reshape retail. We’re proud to have shone a spotlight on these technologies for the world’s leading retailers and to continue championing retail innovation.
Here are our key takeaways from Day Two:
Retail is evolving fast—and tech, sustainability and experience are at the heart of that change. They’re no longer optional but necessary for business success.
Ira Kalish addressed the economic ripple effects of tariffs and global instability.
Marcella Wartenbergh Elizondo (AWWG) reminded us that experience, speed, and value can—and must—coexist. Even in uncertain times, great service builds loyalty.
AI was everywhere—not as a buzzword, but as a practical tool for constant transformation. The consumer is becoming ever more demanding but retailers must be offensive in their deployment of tech to evolve with it.
Sandra Stanley from dunnhumby explored AI’s real-world impact on retail and its key trends: Generative AI, Hyperpersonalisation and Augmented Intelligence already being incorporated into the online and in-store experience.
Catherine Brien from AlixPartners reminded us that while 55% of CEOs are still unsure how to prioritise AI, those who do are already redefining retail’s future. Retailers must be clear, fast and let tech enhance—not replace—human creativity. These key AI trends will soon become an expectation of the retail experience.
Key takeaways from Day Three:
Luxury on Amazon?
The day kicked off with two big names in US retail: Jamie Salter of Authentic Brands Group and Richard Baker of Saks Global, exploring what it might take to bring luxury to Amazon within the next six years. The reach is there—now it’s about experience and positioning.
Sustainability from a new perspective
Helena Helmersson of Circulose and ex-CEO of H&M spoke about embedding sustainability into the core of your business and the power of the “overview effect,” the shift in perspective astronauts experience seeing Earth from space. While sustainability is in demand rhetorically, consumer actions differ from their intentions. Price still rules over principle—which is why efforts like H&M’s investment in resale platform Sellpy are so crucial: meeting people where they are with accessible, low-barrier ways to shop more sustainably.The General Store’s Cool List
The countdown of the "coolest" brands blended wellness, streetwear, and innovation—from Sleepacy's sleep concept store to KITH’s sneakers x cereal collaboration to HYPEBEAST’s evolution from blog to full-blown commerce platform. With BORNTOSTANDOUT®, Tamburins and Ader Error on the podium, The General Store left us asking the question: Is Korea now the world’s most innovative retail market?Tariffs, AI & Volatility
Dan Coen and Pallak Seth of PDS Limited unpacked the global headwinds reshaping retail. With tariffs likened to a “second COVID”, businesses must focus on resilience.
AI is part of the solution but in targeted applications that offset rising costs while preserving the customer’s analogue connection to brands. The brands who stand to win against these rising costs will be those who design for adaptability, not certainty.
See you at the next World Retail Congress, this time in Berlin.
