Ep 165: Building a Modern Footwear Brand, with Douglas Holm, Head of Online at Myrqvist

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Offcuts

Tim Richardson

174 episodes

3 days ago

Offcuts is a podcast and newsletter about commerce, culture and AI.   We explore how brands grow in a changing landscape. From shifting consumer behaviour to the rise of AI in digital work. It is part founder’s perspective, part field notes from inside the industry. We speak to founders, operators and technologists about what is working, what is changing and what is next. Expect sharp thinking, useful links and the occasional hot take. All grounded in what is actually happening. Not just what is trending.   Brought to you by the team at Factory: https://www.factory-digital.com/

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Ep 165: Building a Modern Footwear Brand, with Douglas Holm, Head of Online at Myrqvist

Offcuts

32 minutes 34 seconds

2 months ago

Ep 165: Building a Modern Footwear Brand, with Douglas Holm, Head of Online at Myrqvist

On this episode, I’m talking about what it takes to build a modern footwear brand in 2025. My guest is Douglas Holm, Head of Online at Myrqvist.

We explore how Myrqvist balances premium product with accessible pricing, and why customer experience is the real driver of long-term growth. Douglas shares how the team thinks about loyalty, discovery, and CX. From replying to Reddit threads to designing better packaging, everything ladders up to a more thoughtful brand experience. And when it comes to community, it’s less about building a forum and more about showing up where the customer already is.

We also talk about how Myrqvist is using AI behind the scenes and on the website. From translations and product copy to AI-powered search, Douglas explains how they’re enriching PDPs to be more discoverable by AI tools, not just humans.

If you care about digital brand building, operational scale, or staying visible in the age of AI discovery, this one's for you.

This episode is brough to you by depict.ai. Their mission is to help shoppers discover the products they love while giving merchandisers total creative control. So if you're still stuck in traditional keyword land, head to depict.ai and level up to natural conversational search.