Retail Disrupted

Author: Natalie Berg

Disrupt or be disrupted that's the choice facing retailers today. Hosted by leading retail analyst Natalie Berg, the Retail Disrupted podcast unpacks the latest trends transforming the global retail landscape. Join us for lively discussions with the industry's brightest minds retail CEOs, business leaders, disruptive brands, analysts and tech experts. Every week, we explore how technology is reshaping the world of commerce, how shopping habits will evolve in the future, and what retailers need to do to stay relevant to shoppers in a digital era. This is a London-based show with a global audience. For more, visit retaildisrupted.com
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Language: en

Genres: Business, Business News, News

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The SURI Story: From D2C Startup to Target Shelves in 3 Years
Episode 112
Thursday, 12 February, 2026

How does a challenger brand disrupt a legacy category dominated by giants? SURI co-founders Gyve Safavi and Mark Rushmore have a few ideas. They join Natalie Berg to share how they're reinventing oral care with a sustainable, design-led electric toothbrush that consumers actually love to use. We unpack how they quickly scaled from D2C startup to a multi-million-dollar business stocked in Boots, Target, Goop and other major retailers — all while maintaining their core mission: sustainability, design and performance. We dive into: Why the toothbrush market was ripe for disruption The "secret sauce" behind SURI's cult-like customer love Scaling challenges: under-hiring, cash flow, and staying true to mission How high-profile fans (from Sir Jony Ive to the Kardashians) became organic advocates US expansion and learnings from bricks & mortar Lessons for any challenger brand looking to compete with giants If you're a retail, CPG or D2C leader looking to build more sustainable, design-led products – or to understand how challenger brands can take on incumbents – this conversation is packed with actionable insight. Don't forget to subscribe to the podcast and check out our relaunched YouTube channel!