Despite an increase in this omnichannel approach, which Swithenbank admitted Lush was later than other retailers to adopt, a massive 80% of sales still take place in stores. Swithenbank attributed this to the unique experience of Lush stores, with product demonstrations, treatments and displays throughout each store. “We need to create lasting impressions – we want people to come back,” she added.
Lush has also reported recent success with its Lush Spa locations, which Swithenbank described as “the epitome of the Lush experience”. This include’s Lush’s Covent Garden location, which reopened in 2023 after a ten year absence.
Thanks to the autonomy given to its store managers, Lush often offers specific local products – such as the tennis ball shaped bath bombs launched in its Wimbledon store during the famous tennis tournament. Swithenbank also highlighted the success of a recent St Patrick’s Day bathbomb developed by its Irish store team.
“Lush’s values come to life in our stores,” Swithenbank explained, adding that Lush tried to imitate the experience of its stores with is website but can’t quite get the same effect.
Swithenbank also admitted that the retail landscape is “not all rosy” at present. “I don’t believe the government is doing much to support businesses on the high street,” she said. “I can’t help but think there is more they could do to give us a bit of a leg up.”
Swithenbank shared with delegates that staffing costs account for 25 percent of all costs at Lush.
Earlier this year, she wrote an open letter to UK Prime Minister Keir Starmer and Chancellor Rachel Reeves, encouraging them to support retailers. Amongst other suggestions, she called for business support to help make the Real Living Wage sustainable for retailers and relief on rent, business rates and energy bills.
In the letter, she noted: “I urge you to reflect on the time you took your children to buy their first pair of shoes. You have that memory locked away, if we continue on this path, retail will become a digital sector where these core memories will be lost.”
“We really do try to build real connection with the customers that come into our stores and there’s not an algorithm that can replace that emotional connection with customers,” Swithenbank told delegates, adding: “We wouldn’t be able to create magical memories without our staff.”
2025 RTIH INNOVATION AWARDS
Physical stores will be a key focus area at the 2025 RTIH Innovation Awards.
The awards, which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.
Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”
He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”
“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations – resulting in more efficiency and profitability in all areas.”
Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November’s gathering.
For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.
