We build brands

About The Retail Practice

The Retail Practice is a boutique consultancy built for brands that want to stay bold, relevant, and ready for growth. Founded by Sean Murray, a brand and growth strategist with 30+ years of international experience, we help businesses transform through the power of brand, digital, communication, and commercial performance.

‍

We build brands — because strong brands are good for everyone: customers, employees, investors, and business partners.

‍
‍

What we do

We work with founders, boards, retail teams, and investors to unlock brand and business potential across:

‍

• Brand Strategy & Repositioning – Bringing clarity, direction, and meaning to your brand.
  ‍
• Customer Experience & Digital Commerce – Creating connected journeys that convert.
  ‍
• Communication Strategy – From messaging frameworks to multi-channel activation.
  ‍
• Commercial Growth & Turnaround – Marketing and brand team restructuring and communication strategy.
  ‍
• Investor & PE Advisory – Co-ordinating complete 360 business strategy communication for its many audiences.

Why us

We’re a small, senior team with big-brand thinking and hands-on delivery. Our difference lies in how we connect brand, digital, communication, and commercial levers — fast.

‍

• Boutique focus, high impact
  ‍
• Deep sector expertise: fashion, home, lifestyle
  ‍
• Proven across start-ups, scale-ups, and PLCs
  ‍
• Trusted by C-suite, investors, and global teams
  ‍
• Powered by collaboration, insight, and action
  ‍
• We have our own creative studio, enabling fast-turn content, design, and activation.
  ‍
• We also work with a select group of hands-on delivery consultants — specialists across e-commerce, content, employee engagement, and ESG communication.

‍

Our clients

We’ve helped shape some of retail’s most influential stories — from launching global e-commerce at TOPSHOP, to building F&F clothing for Tesco PLC, to repositioning Moss Bros, Hunkemöller, and Prénatal. We’ve also worked alongside private equity partners including Carlyle, PAI, and Mutares, supporting carve-outs, rebrands, and investor preparation for sale, scale, and transformation.

Beyond our Client work

Founder Sean Murray is a Creative Mentor for Soho House, supporting inclusive access to the creative industries. We also actively support initiatives to reimagine and revitalise the UK high street — helping shape its next chapter through innovation, creativity, and collaboration.