Latest / Omni Talk Retail / The Risk of Going Vanilla in Retail with Ann Summers CEO Maria Hollins | RTS 2026

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The Risk of Going Vanilla in Retail with Ann Summers CEO Maria Hollins | RTS 2026 · Omni Talk Retail

• 0:00
  Hello,
• 0:00
  everyone.
• 0:01
  This
• 0:01
  is
• 0:01
  omnitalk
• 0:02
  Retail.
• 0:02
  I'm
• 0:02
  Chris
• 0:03
  Walton
• 0:03
  and
• 0:03
  I
• 0:03
  am
• 0:03
  coming
• 0:03
  to
• 0:04
  you
• 0:04
  live
• 0:04
  once
• 0:05
  again.
• 0:05
  Once
• 0:05
  again,
• 0:06
  yes.
• 0:06
  From
• 0:06
  the
• 0:07
  Retail
• 0:07
  Technology
• 0:08
  show
• 0:08
  in
• 0:08
  London
• 0:09
  in
• 0:09
  the
• 0:09
  exclusive
• 0:10
  Fusion
• 0:10
  podcast
• 0:11
  studio.
• 0:12
  Now
• 0:12
  joining
• 0:13
  me
• 0:14
  is
• 0:14
  Maria
• 0:15
  Hollins,
• 0:15
  the
• 0:15
  CEO
• 0:16
  of
• 0:16
  Ann
• 0:17
  Summers.
• 0:18
  Maria,
• 0:18
  welcome
• 0:18
  to
• 0:18
  omnitalk.
• 0:19
  It's
• 0:19
  a
• 0:19
  pleasure
• 0:20
  to
• 0:20
  have
• 0:20
  you.
• 0:20
  Pleasure
• 0:21
  to
• 0:21
  be
• 0:21
  here.
• 0:21
  Now,
• 0:22
  you've
• 0:22
  had
• 0:22
  a
• 0:22
  very,
• 0:22
  very,
• 0:23
  very,
• 0:24
  very,
• 0:24
  I
• 0:24
  think
• 0:24
  that's
• 0:25
  like
• 0:25
  five
• 0:25
  verys,
• 0:25
  very
• 0:26
  varied
• 0:26
  career
• 0:27
  in
• 0:27
  fast
• 0:27
  fashion.
• 0:28
  You've
• 0:28
  been
• 0:28
  in
• 0:28
  department
• 0:29
  stores,
• 0:30
  and
• 0:30
  now
• 0:30
  you
• 0:30
  are
• 0:31
  running
• 0:31
  one
• 0:31
  of
• 0:31
  Britain's
• 0:32
  most,
• 0:32
  let's
• 0:32
  just
• 0:32
  say,
• 0:33
  distinctive
• 0:33
  specialty
• 0:34
  retailers.
• 0:35
  Tell
• 0:35
  us
• 0:35
  about
• 0:35
  yourself
• 0:36
  and
• 0:36
  also
• 0:36
  what
• 0:36
  drew
• 0:37
  you
• 0:37
  to
• 0:37
  Ann
• 0:37
  Summers.
• 0:38
  So
• 0:38
  can
• 0:39
  I
• 0:39
  just
• 0:39
  say,
• 0:39
  the
• 0:39
  very,
• 0:39
  very,
• 0:40
  very
• 0:40
  is
• 0:40
  making
• 0:40
  me
• 0:41
  feel
• 0:41
  very,
• 0:41
  very
• 0:42
  old.
• 0:42
  Oh,
• 0:43
  no,
• 0:43
  no,
• 0:43
  not
• 0:44
  intentional.
• 0:44
  Not
• 0:44
  intentional.
• 0:46
  I
• 0:46
  had
• 0:46
  somebody
• 0:47
  that
• 0:47
  was
• 0:47
  much
• 0:47
  younger
• 0:47
  than
• 0:47
  both
• 0:48
  of
• 0:48
  us
• 0:48
  on
• 0:48
  saying
• 0:48
  he's
• 0:49
  worked
• 0:49
  for
• 0:49
  25
• 0:49
  different
• 0:49
  retailers
• 0:50
  this
• 0:50
  morning.
• 0:51
  So,
• 0:51
  yes,
• 0:51
  you
• 0:52
  shouldn't
• 0:52
  feel
• 0:52
  that
• 0:52
  way
• 0:52
  at
• 0:52
  all.
• 0:53
  No,
• 0:53
  you
• 0:53
  shouldn't
• 0:53
  feel
• 0:53
  that
• 0:53
  way
• 0:54
  at
• 0:54
  all.
• 0:54
  As
• 0:54
  you
• 0:54
  pointed
• 0:55
  out,
• 0:55
  I've
• 0:55
  worked
• 0:55
  for
• 0:55
  a
• 0:56
  number
• 0:56
  of
• 0:56
  retailers,
• 0:57
  so
• 0:57
  my
• 0:57
  background
• 0:58
  has
• 0:58
  very
• 0:58
  much
• 0:58
  been
• 0:59
  in
• 0:59
  fashion,
• 1:00
  particularly
• 1:00
  in
• 1:00
  products.
• 1:01
  So
• 1:01
  buying
• 1:01
  a
• 1:02
  merchandising
• 1:02
  design,
• 1:03
  that's
• 1:03
  kind
• 1:03
  of,
• 1:04
  kind
• 1:04
  of
• 1:04
  really
• 1:05
  commercial
• 1:05
  background.
• 1:06
  And
• 1:06
  I'm
• 1:07
  very
• 1:07
  fortunate.
• 1:07
  I've
• 1:07
  worked
• 1:08
  in
• 1:08
  omnichannel
• 1:09
  retailers,
• 1:09
  pure
• 1:10
  players,
• 1:11
  big
• 1:11
  companies,
• 1:12
  small
• 1:12
  companies,
• 1:14
  department
• 1:14
  stores.
• 1:14
  So,
• 1:15
  yeah,
• 1:15
  you're
• 1:15
  right.
• 1:15
  It
• 1:15
  has
• 1:15
  been
• 1:15
  very
• 1:16
  varied.
• 1:16
  But
• 1:17
  variety
• 1:18
  is
• 1:18
  the
• 1:18
  spice
• 1:18
  of
• 1:19
  life.
• 1:19
  Right?
• 1:19
  Yeah.
• 1:20
  Right.
• 1:20
  And
• 1:21
  Ann
• 1:21
  Summers.
• 1:21
  Yeah.
• 1:22
  So
• 1:22
  I
• 1:23
  did
• 1:23
  a
• 1:23
  period
• 1:23
  of
• 1:24
  consulting.
• 1:24
  Okay.
• 1:25
  And
• 1:25
  one
• 1:26
  of
• 1:26
  my
• 1:26
  clients
• 1:26
  was
• 1:26
  Ann
• 1:27
  Summers.
• 1:28
  And
• 1:28
  I
• 1:28
  originally
• 1:29
  went
• 1:29
  there
• 1:29
  to
• 1:29
  do
• 1:30
  a
• 1:30
  six
• 1:30
  month
• 1:31
  consulting
• 1:32
  piece
• 1:33
  of
• 1:33
  work
• 1:34
  in
• 1:34
  the
• 1:35
  commercial
• 1:35
  aspect.
• 1:36
  So
• 1:36
  advising
• 1:37
  on
• 1:37
  products.
• 1:40
  And
• 1:40
  eight
• 1:40
  years
• 1:40
  later,
• 1:41
  really,
• 1:41
  that's
• 1:42
  how
• 1:42
  it
• 1:42
  happened.
• 1:42
  I'm
• 1:42
  now
• 1:42
  the
• 1:43
  CEO.
• 1:43
  Yeah.
• 1:43
  Wow.
• 1:44
  That's
• 1:44
  wild.
• 1:45
  Wow.
• 1:45
  What
• 1:45
  a
• 1:45
  great
• 1:45
  story.
• 1:46
  What
• 1:46
  a
• 1:46
  great
• 1:46
  story.
• 1:47
  And
• 1:47
  tell.
• 1:47
  Tell
• 1:47
  our
• 1:47
  audience
• 1:48
  back
• 1:48
  home
• 1:48
  too.
• 1:48
  Maybe
• 1:49
  that
• 1:49
  isn't
• 1:49
  as
• 1:49
  familiar
• 1:50
  back
• 1:50
  in
• 1:50
  the
• 1:50
  U.S.
• 1:51
  what
• 1:51
  is
• 1:51
  Ann
• 1:51
  Summers?
• 1:52
  What
• 1:52
  do
• 1:52
  you
• 1:52
  guys
• 1:52
  specialize
• 1:52
  in?
• 1:54
  So
• 1:54
  what
• 1:54
  do
• 1:54
  we
• 1:55
  specialize
• 1:55
  in?
• 1:56
  So
• 1:56
  I
• 1:56
  would
• 1:56
  say
• 1:57
  we
• 1:57
  specialize
• 1:57
  in
• 1:58
  lingerie
• 1:58
  and
• 1:59
  sexual
• 1:59
  pleasure.
• 2:00
  Okay.
• 2:00
  All
• 2:01
  right.
• 2:01
  All
• 2:01
  right.
• 2:02
  Well
• 2:02
  said.
• 2:02
  We
• 2:03
  like
• 2:03
  Candor
• 2:03
  at
• 2:03
  Omnitalk.
• 2:04
  Maria.
• 2:05
  We
• 2:05
  like
• 2:05
  candor
• 2:06
  at
• 2:06
  omnitalk.
• 2:06
  So,
• 2:07
  all
• 2:07
  right.
• 2:08
  You
• 2:08
  said
• 2:08
  recently
• 2:09
  and
• 2:10
  apologize,
• 2:10
  tell
• 2:10
  me
• 2:11
  if
• 2:11
  I
• 2:11
  get
• 2:11
  this
• 2:11
  quote
• 2:11
  right,
• 2:11
  but
• 2:11
  you
• 2:12
  said
• 2:12
  that
• 2:12
  Ann
• 2:12
  Summers
• 2:13
  had
• 2:13
  gotten
• 2:14
  a
• 2:14
  bit
• 2:14
  vanilla,
• 2:15
  so
• 2:15
  to
• 2:15
  speak.
• 2:15
  Is
• 2:16
  that
• 2:16
  true?
• 2:16
  That
• 2:17
  is
• 2:17
  true.
• 2:17
  And
• 2:17
  a
• 2:17
  lot
• 2:17
  of
• 2:18
  people
• 2:18
  have
• 2:18
  asked
• 2:18
  me
• 2:18
  about
• 2:19
  that.
• 2:19
  Have
• 2:19
  they
• 2:19
  really?
• 2:20
  That's
• 2:20
  so
• 2:21
  funny.
• 2:21
  I
• 2:22
  guess
• 2:22
  it's
• 2:22
  easy
• 2:22
  to
• 2:22
  do
• 2:22
  the
• 2:22
  research
• 2:23
  sometimes.
• 2:23
  But.
• 2:24
  But
• 2:25
  you
• 2:26
  know,
• 2:26
  you
• 2:26
  said.
• 2:26
  So
• 2:26
  why
• 2:26
  did
• 2:26
  you
• 2:27
  Say
• 2:27
  that.
• 2:27
  And
• 2:27
  you
• 2:28
  know,
• 2:28
  what
• 2:28
  was
• 2:29
  the
• 2:29
  key
• 2:29
  piece
• 2:29
  on
• 2:29
  why
• 2:30
  you
• 2:30
  did
• 2:30
  that
• 2:30
  and
• 2:30
  why
• 2:30
  were
• 2:30
  you
• 2:30
  so
• 2:31
  honest
• 2:31
  in
• 2:31
  that
• 2:31
  diagnosis?
• 2:32
  Okay,
• 2:32
  so
• 2:35
  Ann
• 2:35
  Summers
• 2:36
  is
• 2:36
  classified
• 2:37
  as
• 2:37
  an
• 2:37
  adult
• 2:37
  retailer
• 2:39
  and
• 2:39
  that
• 2:40
  causes
• 2:40
  us
• 2:40
  some
• 2:40
  problems,
• 2:42
  particularly
• 2:43
  with
• 2:43
  Google
• 2:43
  and
• 2:43
  Meta.
• 2:44
  So
• 2:44
  because
• 2:44
  we're
• 2:44
  an
• 2:44
  adult
• 2:45
  retailer,
• 2:46
  we
• 2:47
  get
• 2:47
  blocked
• 2:48
  by
• 2:48
  safe
• 2:48
  search.
• 2:49
  So
• 2:49
  if
• 2:49
  you
• 2:49
  are
• 2:49
  online
• 2:50
  searching
• 2:51
  on
• 2:51
  Google
• 2:52
  and
• 2:52
  you
• 2:52
  have
• 2:52
  safe
• 2:52
  search
• 2:53
  enabled,
• 2:53
  which
• 2:53
  I
• 2:53
  would
• 2:54
  say
• 2:54
  many
• 2:54
  people
• 2:55
  don't
• 2:55
  know
• 2:55
  that
• 2:55
  they
• 2:56
  have,
• 2:56
  and
• 2:56
  even
• 2:57
  if
• 2:57
  they
• 2:57
  do
• 2:57
  know
• 2:57
  that
• 2:58
  they
• 2:58
  have,
• 2:58
  they
• 2:58
  don't
• 2:58
  know
• 2:58
  how
• 2:58
  to
• 2:59
  disable
• 2:59
  it.
• 3:00
  But
• 3:00
  if
• 3:00
  you've
• 3:00
  got
• 3:00
  that
• 3:01
  enabled,
• 3:03
  you
• 3:03
  cannot
• 3:04
  discover
• 3:04
  Ann
• 3:04
  Summers.
• 3:05
  So
• 3:06
  we
• 3:06
  are
• 3:06
  hidden.
• 3:08
  And
• 3:08
  so
• 3:09
  you
• 3:09
  could
• 3:10
  Google
• 3:10
  for
• 3:10
  an
• 3:10
  Ann
• 3:10
  Summers
• 3:11
  product.
• 3:12
  I
• 3:12
  would
• 3:12
  not
• 3:13
  appear,
• 3:14
  but
• 3:15
  somebody,
• 3:16
  a
• 3:16
  third
• 3:16
  party
• 3:17
  that
• 3:17
  isn't
• 3:17
  classed
• 3:18
  as
• 3:18
  an
• 3:18
  adult
• 3:18
  retailer,
• 3:19
  that
• 3:19
  sells
• 3:19
  my
• 3:19
  product
• 3:20
  will
• 3:20
  appear
• 3:20
  with
• 3:20
  my
• 3:21
  product.
• 3:21
  Really?
• 3:21
  Yeah.
• 3:22
  Wow,
• 3:23
  that's
• 3:23
  Google.
• 3:24
  And
• 3:24
  then
• 3:24
  on
• 3:24
  Meta,
• 3:25
  I'm
• 3:25
  not
• 3:26
  allowed
• 3:26
  to
• 3:26
  advertise,
• 3:26
  so
• 3:27
  I
• 3:27
  do.
• 3:27
  We
• 3:27
  do
• 3:27
  have
• 3:28
  Instagram
• 3:28
  accounts,
• 3:29
  but
• 3:29
  I'm
• 3:29
  not
• 3:29
  allowed
• 3:30
  to
• 3:30
  advertise
• 3:30
  my
• 3:30
  product.
• 3:31
  This
• 3:31
  is
• 3:31
  all
• 3:32
  in,
• 3:32
  in
• 3:32
  the
• 3:33
  link
• 3:34
  to
• 3:34
  the
• 3:34
  Online
• 3:34
  Safety
• 3:35
  act
• 3:35
  and
• 3:35
  Protecting
• 3:36
  Minors,
• 3:36
  which
• 3:37
  I
• 3:37
  would
• 3:37
  say
• 3:37
  we've
• 3:37
  been
• 3:37
  doing
• 3:38
  this
• 3:38
  for
• 3:38
  50
• 3:38
  years
• 3:38
  and
• 3:39
  we've
• 3:39
  never
• 3:40
  targeted
• 3:40
  minors.
• 3:41
  Right.
• 3:42
  But
• 3:42
  yeah,
• 3:43
  that
• 3:43
  causes
• 3:43
  an
• 3:43
  issue.
• 3:44
  So
• 3:44
  the
• 3:45
  vanilla
• 3:45
  piece
• 3:45
  was.
• 3:46
  We
• 3:46
  were
• 3:46
  trying,
• 3:46
  I
• 3:47
  guess
• 3:47
  we've
• 3:48
  always.
• 3:48
  Been
• 3:48
  trying
• 3:48
  to
• 3:48
  work
• 3:49
  around
• 3:49
  it.
• 3:49
  We
• 3:49
  are
• 3:49
  so.
• 3:50
  We,
• 3:50
  we
• 3:50
  are
• 3:50
  a
• 3:51
  very
• 3:51
  bold
• 3:51
  brand
• 3:52
  and,
• 3:53
  you
• 3:53
  know,
• 3:53
  we've.
• 3:53
  We
• 3:54
  are
• 3:54
  renowned
• 3:55
  for
• 3:55
  pushing
• 3:55
  boundaries,
• 3:56
  breaking
• 3:56
  taboos,
• 3:57
  but
• 3:58
  we
• 3:58
  thought
• 3:58
  in
• 3:58
  our
• 3:59
  wisdom,
• 3:59
  well,
• 3:59
  if
• 3:59
  we
• 3:59
  tone
• 4:00
  it
• 4:00
  down
• 4:00
  a
• 4:00
  little
• 4:00
  bit
• 4:01
  and
• 4:01
  we're
• 4:01
  less
• 4:02
  overt
• 4:02
  about
• 4:02
  this
• 4:03
  stuff,
• 4:03
  maybe
• 4:05
  these
• 4:05
  big
• 4:05
  tech
• 4:06
  companies
• 4:06
  might
• 4:06
  be
• 4:06
  a
• 4:07
  bit
• 4:07
  more
• 4:07
  lenient
• 4:07
  on
• 4:07
  us.
• 4:08
  So
• 4:08
  we
• 4:08
  did
• 4:08
  do
• 4:08
  that.
• 4:08
  We
• 4:09
  went,
• 4:09
  we
• 4:09
  went
• 4:10
  less
• 4:10
  success
• 4:11
  than
• 4:12
  what
• 4:12
  we
• 4:12
  have
• 4:13
  historically
• 4:13
  been.
• 4:13
  Okay.
• 4:14
  It
• 4:14
  didn't
• 4:15
  make
• 4:15
  a
• 4:15
  blind
• 4:15
  bit
• 4:15
  of
• 4:16
  difference,
• 4:16
  so.
• 4:17
  And
• 4:17
  actually
• 4:17
  sounds
• 4:18
  like
• 4:18
  it
• 4:18
  was
• 4:18
  deleterious
• 4:19
  in
• 4:19
  a
• 4:19
  lot
• 4:19
  of
• 4:19
  ways.
• 4:19
  It
• 4:20
  was,
• 4:20
  because
• 4:20
  I
• 4:20
  think
• 4:20
  we
• 4:21
  really
• 4:21
  confused
• 4:21
  our
• 4:21
  consumer
• 4:22
  and
• 4:23
  we
• 4:23
  saw
• 4:24
  that
• 4:24
  reflected
• 4:24
  in
• 4:24
  our
• 4:24
  performance.
• 4:25
  And
• 4:26
  so
• 4:27
  big
• 4:27
  intake,
• 4:28
  sharp
• 4:28
  intake
• 4:29
  of
• 4:29
  breath
• 4:29
  and
• 4:29
  a
• 4:29
  bit
• 4:29
  of
• 4:29
  a
• 4:30
  reset.
• 4:30
  And
• 4:30
  actually
• 4:31
  we're
• 4:32
  like,
• 4:32
  why
• 4:32
  are
• 4:33
  we
• 4:33
  pretending
• 4:33
  to
• 4:33
  be
• 4:33
  something
• 4:34
  we're
• 4:34
  not?
• 4:34
  People
• 4:36
  excuse
• 4:36
  how
• 4:36
  I
• 4:36
  put
• 4:36
  this,
• 4:37
  but
• 4:37
  if
• 4:37
  you
• 4:37
  come
• 4:37
  into
• 4:38
  an
• 4:38
  Summers,
• 4:38
  you're
• 4:39
  coming
• 4:39
  up
• 4:39
  with
• 4:39
  one
• 4:39
  thing
• 4:40
  on
• 4:40
  your
• 4:40
  mind,
• 4:42
  so
• 4:42
  let's
• 4:43
  embrace
• 4:43
  that.
• 4:44
  Right?
• 4:44
  Yeah,
• 4:44
  Right.
• 4:44
  Right.
• 4:45
  How
• 4:45
  did
• 4:45
  you,
• 4:45
  how
• 4:45
  did
• 4:46
  you.
• 4:46
  How
• 4:47
  did
• 4:47
  you
• 4:47
  notice
• 4:47
  that?
• 4:48
  I
• 4:48
  mean,
• 4:48
  because
• 4:48
  it
• 4:48
  tastes.
• 4:49
  It
• 4:49
  takes
• 4:49
  guts
• 4:49
  to
• 4:50
  make
• 4:50
  that
• 4:50
  call.
• 4:50
  The
• 4:51
  performance.
• 4:51
  It
• 4:51
  was
• 4:52
  just
• 4:52
  that
• 4:52
  clear.
• 4:52
  But
• 4:53
  how
• 4:53
  do
• 4:53
  you
• 4:53
  attribute
• 4:53
  it,
• 4:53
  the
• 4:54
  performance,
• 4:54
  to
• 4:54
  that?
• 4:55
  Because
• 4:55
  performance
• 4:55
  can,
• 4:56
  you
• 4:56
  know,
• 4:56
  be
• 4:56
  attributed
• 4:57
  to
• 4:57
  a
• 4:57
  lot
• 4:57
  of
• 4:57
  things.
• 4:57
  It
• 4:58
  can
• 4:58
  be,
• 4:58
  but
• 4:58
  I
• 4:59
  guess
• 5:00
  we
• 5:00
  just
• 5:01
  weren't
• 5:01
  getting.
• 5:02
  You
• 5:02
  just
• 5:02
  felt
• 5:03
  it
• 5:03
  as
• 5:03
  a
• 5:03
  merchant
• 5:03
  in
• 5:03
  you.
• 5:04
  Yeah,
• 5:04
  I
• 5:04
  mean
• 5:04
  you
• 5:04
  have
• 5:04
  a
• 5:05
  merchant
• 5:05
  background.
• 5:06
  Sometimes
• 5:06
  it
• 5:06
  got.
• 5:06
  And
• 5:07
  actually
• 5:07
  we
• 5:08
  had
• 5:08
  a
• 5:08
  whole
• 5:08
  shake
• 5:09
  up
• 5:09
  of
• 5:09
  what
• 5:09
  we
• 5:09
  did
• 5:10
  in
• 5:10
  terms
• 5:10
  of
• 5:10
  our
• 5:10
  creative
• 5:11
  and
• 5:12
  we
• 5:12
  were
• 5:12
  like,
• 5:12
  let's
• 5:13
  go
• 5:13
  back
• 5:13
  to
• 5:14
  what
• 5:14
  we're
• 5:15
  really
• 5:15
  good
• 5:15
  at.
• 5:16
  And
• 5:17
  the
• 5:17
  performance
• 5:17
  came
• 5:18
  back.
• 5:18
  Yeah,
• 5:18
  right,
• 5:18
  right.
• 5:19
  So
• 5:19
  I'm
• 5:19
  curious
• 5:20
  too,
• 5:20
  because
• 5:20
  you
• 5:20
  mentioned
• 5:21
  it,
• 5:21
  like,
• 5:21
  how
• 5:21
  has.
• 5:22
  Beyond
• 5:22
  this
• 5:23
  issue
• 5:23
  too,
• 5:23
  let's
• 5:23
  talk
• 5:24
  maybe
• 5:24
  social
• 5:24
  media
• 5:25
  more
• 5:25
  broadly.
• 5:26
  How
• 5:26
  has
• 5:26
  social
• 5:27
  media
• 5:27
  played
• 5:28
  or
• 5:28
  continued?
• 5:29
  How
• 5:29
  does
• 5:29
  it
• 5:29
  continue
• 5:29
  to
• 5:30
  play
• 5:30
  into
• 5:30
  your
• 5:30
  overall
• 5:31
  strategy
• 5:31
  in
• 5:31
  terms
• 5:31
  of
• 5:32
  how
• 5:32
  you
• 5:32
  position
• 5:32
  the
• 5:32
  brand?
• 5:33
  So
• 5:34
  as
• 5:35
  I
• 5:35
  said,
• 5:35
  we
• 5:35
  do
• 5:35
  have
• 5:35
  some
• 5:36
  issues
• 5:36
  around
• 5:36
  it.
• 5:36
  We
• 5:37
  are
• 5:37
  censored
• 5:37
  to
• 5:37
  a
• 5:37
  degree,
• 5:38
  but
• 5:38
  it
• 5:38
  is
• 5:38
  still
• 5:38
  a
• 5:38
  really
• 5:39
  important
• 5:39
  part
• 5:40
  of
• 5:40
  our
• 5:40
  strategy.
• 5:41
  So,
• 5:41
  you
• 5:42
  know,
• 5:43
  it
• 5:43
  does
• 5:45
  portrays
• 5:45
  in
• 5:45
  perhaps
• 5:46
  a
• 5:46
  different
• 5:46
  way
• 5:46
  to
• 5:46
  our
• 5:46
  store
• 5:47
  environment,
• 5:47
  to
• 5:47
  a
• 5:48
  younger,
• 5:48
  digital
• 5:48
  savvy
• 5:49
  consumer.
• 5:50
  But
• 5:51
  the
• 5:51
  way
• 5:51
  we
• 5:52
  get
• 5:52
  around
• 5:52
  this
• 5:52
  kind
• 5:53
  of
• 5:54
  being
• 5:54
  hidden
• 5:54
  is
• 5:55
  we
• 5:55
  work
• 5:56
  with
• 5:56
  a
• 5:56
  lot
• 5:56
  of
• 5:56
  influencers
• 5:58
  who
• 5:58
  then
• 5:58
  broadcast
• 5:59
  us
• 5:59
  on
• 5:59
  their
• 5:59
  channel.
• 6:00
  Okay.
• 6:01
  So
• 6:01
  it's
• 6:01
  kind
• 6:01
  of
• 6:02
  like
• 6:02
  using
• 6:02
  both
• 6:03
  avenues
• 6:03
  really.
• 6:03
  So
• 6:04
  it
• 6:04
  is,
• 6:04
  that
• 6:04
  is
• 6:04
  a
• 6:05
  really
• 6:05
  important
• 6:05
  part
• 6:06
  for
• 6:06
  us
• 6:06
  to
• 6:06
  get
• 6:06
  into
• 6:07
  in
• 6:07
  front
• 6:08
  of
• 6:08
  a
• 6:08
  younger
• 6:09
  consumer
• 6:09
  that
• 6:09
  perhaps
• 6:10
  isn't
• 6:10
  so
• 6:10
  aware
• 6:11
  of
• 6:11
  us.
• 6:11
  Got
• 6:11
  it
• 6:11
  through
• 6:11
  like
• 6:11
  an
• 6:12
  affiliate
• 6:12
  structure
• 6:12
  then.
• 6:13
  Yeah,
• 6:13
  that's
• 6:13
  how
• 6:13
  you
• 6:13
  guys
• 6:14
  do
• 6:14
  it.
• 6:14
  Okay.
• 6:15
  You
• 6:15
  know,
• 6:15
  in
• 6:15
  a
• 6:15
  similar
• 6:15
  vein,
• 6:17
  I'm
• 6:17
  curious,
• 6:17
  how
• 6:17
  then
• 6:18
  are
• 6:18
  you
• 6:18
  evaluating
• 6:19
  the
• 6:19
  application
• 6:20
  of
• 6:20
  generative
• 6:20
  AI
• 6:21
  to
• 6:21
  your
• 6:21
  business?
• 6:22
  And
• 6:22
  how
• 6:22
  does,
• 6:23
  how
• 6:23
  does
• 6:23
  that
• 6:23
  impact,
• 6:24
  like
• 6:24
  what,
• 6:24
  what
• 6:24
  happens
• 6:25
  in
• 6:25
  the
• 6:25
  search
• 6:25
  world
• 6:25
  in
• 6:26
  that
• 6:26
  realm?
• 6:26
  I
• 6:26
  mean,
• 6:27
  that's
• 6:27
  a
• 6:27
  whole
• 6:27
  next
• 6:27
  level
• 6:28
  question
• 6:29
  in
• 6:29
  terms
• 6:29
  of
• 6:29
  what
• 6:30
  you've
• 6:30
  got
• 6:30
  to
• 6:30
  be
• 6:30
  thinking
• 6:30
  about.
• 6:31
  Right?
• 6:31
  We
• 6:31
  are.
• 6:32
  And
• 6:32
  I
• 6:32
  guess
• 6:33
  as
• 6:33
  a
• 6:33
  business
• 6:34
  we're
• 6:34
  very
• 6:34
  much
• 6:34
  in
• 6:34
  a
• 6:34
  kind
• 6:34
  of
• 6:35
  test
• 6:35
  and
• 6:35
  learn
• 6:36
  space
• 6:36
  on
• 6:37
  all
• 6:37
  that
• 6:37
  AI
• 6:38
  piece.
• 6:39
  So
• 6:39
  we
• 6:39
  are,
• 6:39
  we
• 6:40
  are
• 6:40
  dabbling
• 6:41
  with
• 6:41
  it.
• 6:41
  So
• 6:42
  some
• 6:42
  of
• 6:42
  the
• 6:43
  things
• 6:43
  we're
• 6:43
  doing
• 6:43
  is
• 6:44
  we're
• 6:44
  using
• 6:44
  Claude
• 6:46
  for
• 6:48
  ideation
• 6:49
  within
• 6:49
  our
• 6:49
  marketing
• 6:50
  team.
• 6:50
  Okay.
• 6:51
  We
• 6:51
  are,
• 6:52
  we're
• 6:53
  using
• 6:54
  AI
• 6:54
  for
• 6:55
  product
• 6:55
  copy.
• 6:56
  That's
• 6:57
  been,
• 6:57
  that
• 6:58
  has
• 6:58
  been
• 6:58
  a
• 6:58
  test
• 6:58
  that's
• 6:58
  worked
• 6:59
  pretty
• 6:59
  well
• 6:59
  for
• 6:59
  us.
• 7:01
  So
• 7:01
  yeah,
• 7:01
  we
• 7:01
  are,
• 7:02
  we're
• 7:02
  dabbling,
• 7:02
  I
• 7:03
  would
• 7:03
  say.
• 7:03
  Okay.
• 7:04
  But
• 7:05
  as
• 7:05
  you
• 7:06
  point
• 7:06
  out,
• 7:07
  that
• 7:07
  is
• 7:07
  still
• 7:07
  a
• 7:08
  bit
• 7:08
  problematic.
• 7:08
  So
• 7:09
  LLMs
• 7:10
  don't
• 7:10
  really
• 7:10
  like
• 7:10
  talking
• 7:11
  about
• 7:11
  sex.
• 7:12
  So
• 7:12
  all
• 7:12
  of
• 7:12
  the
• 7:12
  restrictions
• 7:13
  that
• 7:13
  we
• 7:13
  have
• 7:13
  with
• 7:13
  Google,
• 7:14
  we're
• 7:14
  currently
• 7:14
  finding
• 7:15
  similar
• 7:15
  issues
• 7:16
  with
• 7:16
  LLMs.
• 7:17
  Really?
• 7:17
  And
• 7:17
  are
• 7:17
  they
• 7:17
  similar
• 7:18
  or
• 7:18
  are
• 7:18
  they
• 7:18
  even
• 7:18
  more
• 7:18
  amplified?
• 7:19
  Similar,
• 7:20
  I
• 7:20
  would
• 7:20
  say,
• 7:20
  but
• 7:20
  they
• 7:20
  similar.
• 7:21
  Okay,
• 7:21
  well
• 7:22
  that's
• 7:22
  really
• 7:23
  interesting
• 7:23
  to
• 7:23
  know.
• 7:24
  All
• 7:24
  right,
• 7:24
  so
• 7:27
  you've
• 7:27
  also
• 7:28
  spoken
• 7:29
  about
• 7:29
  how
• 7:29
  you
• 7:29
  plan
• 7:29
  to
• 7:29
  explore
• 7:31
  further
• 7:32
  expansion
• 7:32
  in
• 7:32
  the
• 7:32
  EU
• 7:33
  as
• 7:33
  Well
• 7:33
  as
• 7:33
  potentially
• 7:34
  the
• 7:34
  US
• 7:34
  as
• 7:35
  future
• 7:35
  markets.
• 7:35
  So
• 7:36
  how
• 7:36
  are
• 7:36
  you
• 7:36
  looking
• 7:36
  at
• 7:37
  international
• 7:37
  expansion?
• 7:38
  So
• 7:39
  our
• 7:39
  international
• 7:39
  expansion.
• 7:39
  So
• 7:40
  we
• 7:40
  are
• 7:41
  probably
• 7:41
  99%
• 7:42
  of
• 7:42
  our
• 7:43
  sales
• 7:43
  are
• 7:43
  in
• 7:43
  the
• 7:43
  UK
• 7:44
  so
• 7:44
  we've
• 7:44
  got
• 7:44
  off
• 7:44
  the
• 7:44
  charts
• 7:45
  brands
• 7:45
  awareness.
• 7:47
  Last
• 7:47
  year
• 7:47
  we
• 7:47
  opened
• 7:48
  up
• 7:48
  in
• 7:48
  the
• 7:48
  Middle
• 7:48
  East.
• 7:49
  Okay.
• 7:49
  That
• 7:49
  was
• 7:50
  going
• 7:50
  really
• 7:50
  well.
• 7:51
  Yeah.
• 7:54
  Mic
• 7:55
  drop.
• 7:55
  Well,
• 7:55
  yeah.
• 7:56
  With
• 7:56
  your
• 7:56
  own
• 7:57
  stores
• 7:57
  or
• 7:57
  through
• 7:57
  like
• 7:57
  a
• 7:57
  license
• 7:58
  franchise
• 7:59
  approach.
• 7:59
  Okay.
• 8:00
  Although
• 8:00
  yes.
• 8:01
  The
• 8:01
  biggest
• 8:02
  problem
• 8:02
  for
• 8:02
  us
• 8:02
  is
• 8:02
  actually
• 8:03
  obviously
• 8:04
  football
• 8:04
  has
• 8:04
  dropped
• 8:05
  there
• 8:05
  but
• 8:05
  I'm
• 8:06
  told
• 8:06
  that
• 8:06
  it's
• 8:06
  a
• 8:07
  bit
• 8:07
  of
• 8:07
  a.
• 8:07
  What
• 8:07
  they're
• 8:07
  seeing
• 8:08
  in
• 8:08
  the
• 8:08
  Middle
• 8:08
  east
• 8:08
  is
• 8:09
  a
• 8:09
  little
• 8:09
  bit
• 8:09
  like
• 8:09
  the
• 8:09
  COVID
• 8:10
  impact.
• 8:10
  Yeah.
• 8:11
  Actually
• 8:11
  lingerie
• 8:11
  as
• 8:12
  a
• 8:12
  category
• 8:12
  is
• 8:12
  standing
• 8:13
  up
• 8:13
  pretty
• 8:13
  well
• 8:14
  comparatively.
• 8:15
  Yeah.
• 8:15
  Right.
• 8:15
  Well
• 8:16
  you've
• 8:16
  got
• 8:16
  some
• 8:16
  built
• 8:16
  in
• 8:16
  comp
• 8:17
  growth
• 8:17
  there
• 8:17
  down
• 8:17
  the
• 8:18
  road
• 8:18
  at
• 8:18
  some
• 8:18
  point.
• 8:18
  Right,
• 8:19
  Absolutely.
• 8:20
  And
• 8:21
  I
• 8:21
  guess
• 8:21
  the
• 8:21
  biggest
• 8:22
  problem
• 8:22
  was
• 8:22
  it's
• 8:22
  actually
• 8:22
  getting
• 8:22
  the
• 8:23
  stock
• 8:23
  to
• 8:23
  them
• 8:23
  at
• 8:23
  the
• 8:23
  moment.
• 8:24
  Right,
• 8:24
  right.
• 8:25
  So
• 8:25
  the
• 8:25
  Middle
• 8:26
  east
• 8:26
  was
• 8:26
  our
• 8:26
  first
• 8:26
  foray.
• 8:27
  We
• 8:27
  are
• 8:28
  looking
• 8:28
  at
• 8:28
  eu
• 8:29
  so
• 8:29
  I
• 8:29
  mean
• 8:29
  that's
• 8:29
  on
• 8:30
  our
• 8:30
  doorstep.
• 8:31
  I
• 8:31
  think
• 8:32
  we're
• 8:33
  trying
• 8:33
  to
• 8:33
  navigate.
• 8:34
  I
• 8:34
  think
• 8:34
  it's
• 8:34
  really
• 8:34
  hard
• 8:34
  to
• 8:35
  globalize
• 8:35
  brands
• 8:36
  now.
• 8:36
  Yeah.
• 8:36
  You
• 8:36
  know
• 8:37
  we're
• 8:37
  not
• 8:37
  part
• 8:37
  of
• 8:37
  it.
• 8:38
  We're
• 8:38
  not
• 8:38
  part
• 8:38
  of
• 8:38
  the
• 8:38
  eu.
• 8:39
  Brexit
• 8:39
  was,
• 8:39
  that
• 8:39
  was
• 8:40
  a
• 8:40
  nice
• 8:40
  little
• 8:41
  present
• 8:41
  for
• 8:41
  Brexit.
• 8:41
  So
• 8:42
  that
• 8:42
  makes
• 8:42
  it
• 8:42
  harder
• 8:43
  for
• 8:43
  us
• 8:43
  to
• 8:43
  trade.
• 8:44
  You
• 8:44
  know
• 8:44
  they're
• 8:44
  bringing
• 8:45
  in
• 8:46
  duty
• 8:47
  charges
• 8:48
  that
• 8:48
  make
• 8:49
  it
• 8:49
  prohibitive
• 8:49
  when
• 8:49
  you've
• 8:50
  got
• 8:50
  a
• 8:50
  low
• 8:51
  ASP
• 8:51
  product
• 8:52
  which
• 8:52
  we
• 8:52
  have.
• 8:52
  And
• 8:53
  then
• 8:53
  obviously
• 8:53
  in
• 8:53
  the
• 8:53
  US
• 8:53
  US
• 8:54
  is
• 8:54
  a
• 8:54
  notoriously
• 8:55
  difficult
• 8:55
  market
• 8:55
  to,
• 8:56
  to,
• 8:57
  to
• 8:58
  penetrate
• 8:58
  and
• 8:59
  we
• 8:59
  are,
• 8:59
  you
• 8:59
  know,
• 8:59
  you've
• 8:59
  got
• 8:59
  to
• 9:00
  be
• 9:00
  not
• 9:00
  quite
• 9:00
  noisy
• 9:01
  there
• 9:01
  and
• 9:02
  obviously
• 9:02
  there's
• 9:02
  tariffs
• 9:03
  associated
• 9:03
  with
• 9:03
  that.
• 9:04
  So
• 9:04
  I
• 9:04
  think
• 9:04
  our
• 9:04
  priority
• 9:05
  is
• 9:05
  what
• 9:06
  it
• 9:06
  is
• 9:06
  E
• 9:07
  at
• 9:07
  the
• 9:07
  moment.
• 9:07
  But
• 9:07
  we'll
• 9:08
  do
• 9:08
  that
• 9:08
  from
• 9:08
  a
• 9:08
  digital
• 9:08
  aspect
• 9:09
  as
• 9:09
  opposed
• 9:09
  to
• 9:10
  physical.
• 9:10
  You
• 9:10
  will,
• 9:10
  you'll
• 9:11
  take
• 9:11
  the
• 9:11
  digital
• 9:11
  approach.
• 9:12
  And
• 9:12
  what
• 9:12
  does
• 9:12
  the
• 9:12
  digital
• 9:13
  approach
• 9:13
  afford
• 9:13
  you
• 9:13
  to
• 9:13
  do,
• 9:14
  you
• 9:14
  know,
• 9:14
  versus
• 9:15
  going,
• 9:15
  you
• 9:16
  know,
• 9:16
  all
• 9:16
  in?
• 9:16
  Well,
• 9:17
  we
• 9:17
  can,
• 9:17
  we
• 9:17
  can
• 9:17
  start
• 9:18
  off
• 9:18
  by
• 9:18
  shipping
• 9:19
  cross
• 9:19
  border.
• 9:19
  Okay.
• 9:20
  As
• 9:20
  opposed
• 9:21
  to
• 9:21
  having
• 9:21
  to
• 9:21
  put
• 9:21
  physically
• 9:22
  put
• 9:22
  stock
• 9:22
  in
• 9:22
  the
• 9:23
  market
• 9:23
  which
• 9:23
  is
• 9:23
  ultimately
• 9:24
  what
• 9:24
  we
• 9:24
  want
• 9:24
  to
• 9:24
  do.
• 9:25
  But
• 9:25
  I
• 9:25
  think
• 9:25
  we
• 9:25
  need
• 9:25
  to
• 9:25
  really
• 9:26
  understand
• 9:27
  what
• 9:28
  sells
• 9:28
  there
• 9:29
  really
• 9:29
  to
• 9:29
  make
• 9:29
  sure
• 9:29
  we've
• 9:30
  got
• 9:30
  the
• 9:30
  right
• 9:30
  stock
• 9:30
  profile.
• 9:30
  Yeah.
• 9:31
  It
• 9:31
  gives
• 9:31
  you
• 9:31
  ability
• 9:31
  to
• 9:32
  test
• 9:32
  and
• 9:32
  learn
• 9:32
  your
• 9:32
  way
• 9:32
  into
• 9:32
  a
• 9:33
  market
• 9:33
  before
• 9:33
  you
• 9:33
  over
• 9:33
  commit.
• 9:34
  Right,
• 9:34
  that's.
• 9:34
  Yeah,
• 9:35
  that's
• 9:35
  very,
• 9:36
  very
• 9:36
  smartly
• 9:36
  done.
• 9:37
  All
• 9:37
  right,
• 9:37
  so
• 9:37
  net
• 9:38
  net,
• 9:38
  you've
• 9:38
  led
• 9:38
  this,
• 9:39
  you've
• 9:39
  led
• 9:39
  this
• 9:39
  business
• 9:40
  through
• 9:40
  a
• 9:40
  pandemic,
• 9:40
  a
• 9:41
  cost
• 9:41
  of
• 9:41
  living
• 9:41
  crisis.
• 9:42
  Now
• 9:42
  you've
• 9:42
  got
• 9:42
  a
• 9:42
  crisis
• 9:42
  in
• 9:43
  the
• 9:43
  Middle
• 9:43
  east
• 9:43
  too.
• 9:44
  You
• 9:44
  know,
• 9:44
  like
• 9:44
  that's
• 9:45
  like
• 9:45
  three
• 9:45
  black
• 9:45
  swan
• 9:46
  events
• 9:46
  right
• 9:46
  there,
• 9:47
  you
• 9:47
  know,
• 9:47
  all
• 9:48
  in
• 9:48
  the.
• 9:48
  Well,
• 9:48
  you
• 9:48
  said
• 9:49
  seven
• 9:49
  years.
• 9:49
  You've
• 9:49
  been
• 9:50
  roughly
• 9:50
  in
• 9:50
  the
• 9:50
  job.
• 9:50
  Seven,
• 9:51
  eight
• 9:51
  years.
• 9:51
  Seven,
• 9:51
  eight
• 9:51
  years.
• 9:52
  Okay,
• 9:53
  what's
• 9:53
  the
• 9:54
  one
• 9:54
  lesson
• 9:54
  from
• 9:55
  all
• 9:55
  of
• 9:56
  that
• 9:56
  that
• 9:56
  you've.
• 9:57
  Well,
• 9:57
  I'll
• 9:57
  say
• 9:57
  endured,
• 9:58
  for
• 9:58
  lack
• 9:58
  of
• 9:58
  a
• 9:58
  better
• 9:58
  word,
• 9:59
  endured
• 9:59
  over
• 9:59
  the
• 9:59
  seven
• 10:00
  years
• 10:00
  that
• 10:00
  you'd
• 10:01
  want
• 10:01
  another
• 10:01
  CEO
• 10:02
  in
• 10:02
  a
• 10:02
  similar
• 10:02
  position
• 10:03
  to
• 10:03
  yours
• 10:03
  to
• 10:03
  here?
• 10:05
  I
• 10:05
  would
• 10:05
  say
• 10:06
  the
• 10:06
  number
• 10:06
  one
• 10:06
  thing
• 10:07
  is
• 10:07
  be
• 10:07
  brave.
• 10:08
  Right.
• 10:08
  And
• 10:09
  don't
• 10:09
  shy
• 10:09
  away
• 10:09
  from
• 10:10
  making
• 10:10
  difficult
• 10:10
  decisions.
• 10:11
  Yeah,
• 10:11
  I
• 10:11
  had
• 10:11
  a
• 10:12
  feeling.
• 10:12
  Just
• 10:12
  get
• 10:12
  on
• 10:12
  with
• 10:12
  it.
• 10:12
  I
• 10:13
  had
• 10:13
  a
• 10:13
  feeling
• 10:13
  you
• 10:13
  said
• 10:13
  that.
• 10:13
  And
• 10:14
  is
• 10:14
  that.
• 10:14
  Is
• 10:14
  that
• 10:15
  captured
• 10:15
  in
• 10:15
  what
• 10:16
  we
• 10:16
  talked
• 10:16
  about
• 10:16
  in
• 10:16
  terms
• 10:16
  of
• 10:16
  the
• 10:16
  brand
• 10:17
  positioning,
• 10:17
  or
• 10:17
  is
• 10:17
  it
• 10:18
  in
• 10:18
  general,
• 10:18
  in
• 10:18
  terms
• 10:19
  of
• 10:19
  how
• 10:19
  you
• 10:19
  lead
• 10:19
  in
• 10:19
  your
• 10:19
  leadership
• 10:20
  style?
• 10:20
  I
• 10:20
  think
• 10:21
  in
• 10:21
  general.
• 10:21
  Okay.
• 10:22
  Yeah.
• 10:22
  Yeah.
• 10:22
  You
• 10:22
  know,
• 10:24
  I.
• 10:25
  I
• 10:25
  have
• 10:25
  been
• 10:25
  guilty
• 10:26
  of
• 10:26
  perhaps
• 10:26
  not
• 10:27
  making
• 10:27
  some
• 10:28
  decisions
• 10:28
  as.
• 10:28
  Perhaps
• 10:29
  as
• 10:29
  quick
• 10:29
  as
• 10:29
  I
• 10:29
  should
• 10:29
  do
• 10:29
  and
• 10:30
  then
• 10:30
  look
• 10:30
  back
• 10:30
  and
• 10:31
  gone,
• 10:31
  why
• 10:31
  didn't
• 10:31
  I
• 10:31
  do
• 10:31
  that
• 10:32
  ages
• 10:32
  ago?
• 10:33
  So,
• 10:33
  you
• 10:34
  know,
• 10:34
  sometimes
• 10:34
  it
• 10:34
  just.
• 10:35
  You
• 10:35
  need
• 10:35
  a
• 10:35
  leap
• 10:35
  of
• 10:35
  faith.
• 10:36
  It's
• 10:37
  funny,
• 10:37
  I
• 10:37
  had
• 10:37
  a
• 10:37
  boss
• 10:37
  once
• 10:38
  told
• 10:38
  me
• 10:38
  that
• 10:38
  every
• 10:39
  decision
• 10:39
  I
• 10:39
  could
• 10:39
  make
• 10:39
  faster.
• 10:40
  That's
• 10:40
  my
• 10:40
  biggest
• 10:40
  regret.
• 10:41
  You
• 10:41
  agree
• 10:41
  with
• 10:41
  that?
• 10:42
  I
• 10:42
  totally
• 10:42
  agree
• 10:42
  with
• 10:42
  that.
• 10:42
  You
• 10:42
  agree
• 10:43
  with
• 10:43
  that?
• 10:43
  Yeah.
• 10:43
  Awesome.
• 10:44
  Awesome.
• 10:45
  Well,
• 10:45
  Maria
• 10:45
  Hans,
• 10:45
  thank
• 10:46
  you
• 10:46
  so
• 10:46
  much
• 10:46
  for
• 10:46
  joining
• 10:46
  me,
• 10:47
  the
• 10:47
  CEO
• 10:47
  of
• 10:47
  anselmivers.
• 10:48
  This
• 10:48
  was
• 10:48
  a
• 10:48
  real
• 10:48
  pleasure.
• 10:48
  I
• 10:49
  really
• 10:49
  enjoyed
• 10:49
  this
• 10:49
  conversation.
• 10:50
  Thank
• 10:50
  you.
• 10:50
  Thank
• 10:51
  you
• 10:51
  so
• 10:51
  much.
• 10:51
  Thanks
• 10:52
  to
• 10:52
  Vuzion
• 10:52
  and
• 10:53
  the
• 10:53
  Retail
• 10:53
  Technology
• 10:53
  show
• 10:54
  for
• 10:54
  helping
• 10:54
  us
• 10:55
  bring
• 10:55
  you
• 10:55
  all
• 10:56
  this
• 10:56
  wonderful
• 10:56
  content
• 10:57
  each
• 10:57
  and
• 10:57
  every
• 10:58
  day
• 10:58
  of
• 10:58
  this
• 10:58
  conference.
• 10:59
  And
• 10:59
  as
• 10:59
  always,
• 10:59
  on
• 11:00
  behalf
• 11:00
  of
• 11:00
  all
• 11:00
  of
• 11:00
  us
• 11:00
  at
• 11:01
  omnitalk,
• 11:01
  be
• 11:02
  careful
• 11:02
  out
• 11:02
  there.