This is Panel 4 of Retail Collective Summit of Winter 2026, CEOs from Backcountry, Borboleta Beauty, Teton Sports, ARI Bikes, Cariloha, and Mission Belt strip away the AI hype to discuss the cold, hard reality of retail innovation in 2026.

For the C-suite, technology is no longer just a shiny new tool—it's an "Ironman Suit" designed to give your workforce more leverage. But there is a catch: as AI lowers the barrier to entry for "slop" content and low-cost competitors, the ultimate competitive advantage has shifted back to authenticity and In-Real-Life relationships.

In this episode, we tackle:

• The Trust Mandate: Why every tech implementation must pass the "Trust Test"—does it build or erode the relationship with your customer?.

• The Era of AI Search: Preparing for the shift from SEO to AI-driven shopping patterns and the upcoming Shopify-ChatGPT integration.

• Operational Unlocks: How to use AI to automate administrative "busy work," from interpreting handwritten orders to accelerating curriculum development.

• The Omnichannel Resurgence: Why digitally native brands are returning to physical showrooms and "air-conditioned curtains" to win the customer's heart.

• High-Stakes Forecasting: The reality of demand planning across 1,200+ SKUs and why "two sources of truth" (Human + AI) are better than one.

Cristóbal Murillo left Chile with two suitcases, a bold idea, and a dream: to turn Selk'bag into a global outdoor brand. Today, his wearable sleeping bag is sold across the U.S. and Europe, with collaborations that include Marvel, Star Wars, and some of the biggest entertainment franchises in the world.

In this episode, Cristóbal shares how a quirky idea born in Santiago became a worldwide success, what it took to break into the U.S. retail ecosystem, and how he navigated licensing deals, distribution challenges, and the shift from wholesale to D2C.

We also dive into his first-ever trip to Patagonia, the decline of iconic trade shows like Outdoor Retailer, and how TikTok and social commerce have reshaped Selk'bag's growth.

This is not a regular episode. It's Panel 3 of the Retail Collective Winter 2026 Summit, a live session featuring CEOs, founders, and leaders who are actively shaping the future of retail.

In this conversation, executives from Demer Box, Nature's Fusions, Rhone, Stance, Mixhers, Lion Energy, Nielsen, and Spreetail unpack one of the most defining tensions for emerging brands today: Should you chase the low‑hanging fruit that keeps the business alive, or invest in true omnichannel mastery that builds long‑term advantage?

Panel 3 delivers a candid, tactical, and deeply grounded look at how CEOs and founders grow without breaking—and how they choose what matters right now versus what builds the brand they want to become.

AI is reshaping every part of sales, marketing, and revenue operations—and few leaders understand that transformation better than Amy Cook, Co‑Founder and CMO of Fullcast. In this conversation, Amy breaks down how AI is redefining go‑to‑market strategy, why authenticity matters more than ever, and what modern revenue teams must do to stay competitive.

From her journey as a single mom rebuilding her career, to leading multiple companies through acquisition, to now architecting AI‑powered GTM systems, Amy brings a rare blend of heart, experience, and strategic clarity.

We dive into the future of commissions, territory planning, deal intelligence, lead quality, and the new rules of sales + marketing alignment.

In this second panel from the January 2026 Retail Collective Summit, industry leaders break down the realities of today's global supply chains—from escalating tariffs and shifting labor markets to the long-term demographic pressures reshaping where and how products can be made. Through candid insights and real-world examples, the panel explores what true supply‑chain resiliency looks like in an era defined by uncertainty, disruption, and constant change.

Joshua Ketter has lived a life few people can imagine—born in Alaska, raised in Seattle, and now a global operator who has visited 84 countries and helped shape the retail strategies of Amazon and Target. In this episode, he sits down with Jeremy to unpack the early days of Amazon, the realities of scaling e‑commerce, and the lessons learned from overseeing massive supply chain and technology operations.

From Deloitte to Amazon's most remote fulfillment centers, to leading Target.com through major digital transformation, Joshua brings a rare inside look at how the biggest retailers in the world actually operate—and what brands need to understand about the future of retail.

This conversation is the beginning of something bigger.

The Supreme Court has officially struck down the Trump‑era tariffs in a landmark ruling that could reshape the entire retail and manufacturing landscape. After years of U.S. brands paying more than $160B in tariffs, the decision opens the door for significant refunds as the case moves to lower courts. Early estimates suggest companies may recover 30–50% of what they paid, with higher odds for goods imported within the last 120 days.

This panel brings together some of Utah's most dynamic founders and operators to unpack one of the biggest questions facing consumer brands today: How do you navigate economic headwinds while serving increasingly price‑sensitive customers — without compromising your brand?

Moderated by Nicea DeGering (ABC4) and Rachelle Morris (Stalwart Ventures), the conversation features leaders from premium footwear, beauty, baby products, grooming, and golf — each offering a unique lens on trust, pricing, manufacturing, community, and long‑term brand building.

In this discussion: • How tariffs, elections, and shifting consumer psychology are reshaping demand • The rise of trust as the ultimate differentiator in 2026 • What happens when factories steal IP — and how to protect your brand • Why some founders are moving manufacturing to the U.S. • How DTC brands are adapting after Meta's algorithm changes • The role of community, storytelling, and authenticity in premium pricing • Why long‑term brand building beats short‑term tactics

A candid, practical, and deeply relevant conversation for any founder navigating today's unpredictable consumer landscape.

BGZ Brands has evolved from a family garage operation into a leader in mobile protection, distribution strategy, and the emerging category of device wellness. In this episode, Shane Feller shares how BodyGuardZ, Lander, and Moxyo are innovating across channels while redefining what a screen protector can be.

A deep dive into innovation, retail strategy, and the future of consumer electronics.

Back9 Golf is rewriting the rules of franchising — and in just three years, they've scaled to 443 locations across the U.S. and abroad. In this episode, Dustin Hansen, CEO of Back9, breaks down the franchise model, the culture, and the strategy behind one of the fastest‑growing concepts in America.

Inside this conversation: • How Back9 evaluates franchisees and maintains culture at scale • Why indoor golf is exploding across all demographics • The economics, build‑out model, and membership strategy fueling rapid growth

A must‑listen for founders, operators, and anyone curious about how a franchise becomes a movement.