Jens Grede

Just unaffordable.

Big wins, especially large retailers, large restaurant chains with a big footprint.

It's almost impossible today to recreate.

Yeah, coming up to six in September.

I have a distinct feeling that if I tried to do it again, I wouldn't be successful today.

When it comes to disruption in consumer, and especially retail, it's more connected to changes in supply chain and consumer taste.

than the brand itself.

It's not that a brand comes along and then the world shifts or mobilizes it around the brand.

It's far more common that changes are happening and the brand is in the right place at the right time.

They say luck is when opportunity meets preparation.

And I think that's true.

Timing is just one of those things that are beyond our control somewhat.

I ultimately have to believe that the way we make product, the strength of what we do, the value proposition that we offer, our way to market would ultimately have had the same result.

but I very much doubt it would have been on the same timeline.

Going back through history, and I'll get into why this was the right moment, Les Wexner, who is one of the godfathers of American retail, created Victoria's Secret, Bath & Body, Express, Abercrombie, Hollister, and more.

Was it the brands he created?

No, it was the fact that it coincided with malls being built in the 80s all across America.

And all these great malls, the Mall of America, for example.

The very biggest one.

There's a lot of storefronts.