Every transformation starts with a moment of clarity.
For Ben Jones, who led the tech transformation at OSPREY LONDON, that moment came not with a big bang, but a realization there was no way the business could hit its targets with the systems they had. The tech wasn’t broken, but it wasn’t built for the future either. And that’s when the journey began.
What followed was a full-scale digital renovation. In just two years, Ben led the team that swapped legacy for flexibility and old-school retail thinking for a composable, customer-first model.
He’s proof that you don’t need a 50-person IT department to drive meaningful change – you just need vision, clarity, and the willingness to ask tough questions.
In this interview, Ben shares how OSPREY LONDON rebuilt its tech stack from the ground up and what it really takes to future-proof retail.
Ben, thanks so much for joining us. You’ve replaced every part of your tech stack in two years. Where do you even start?
It all began with a big reality check. We realized that our existing systems simply weren’t built to support the kind of growth we were aiming for.
Ultimately, the goal is to treat customers the same whether they’re in-store or online. Loyalty, preferences, order history – it should all be accessible in one place, with one source of truth. The tech enables it, but the heart of it is just great customer service.
So the transformation kicked off with one foundational change: moving to NetSuite ERP. That gave us a robust system and, crucially, it gave us a platform we could build on.
From there, we moved to Centra for our e-commerce platform and Sitoo for POS. We wanted flexibility. We wanted systems that could evolve with us and let us plug in best-in-class tools as our needs changed. That principle shaped a lot of our decision making.
We also knew we couldn’t do it alone. Choosing the right partners was everything. We didn’t want to be locked into specific hardware or workflows – we wanted things like an open integration approach and Android compatibility. Basically we wanted solutions that could fit around us – not the other way around.
And it’s worth saying: this wasn’t just about ticking tech boxes. Every system we chose had to make life better – for our customers, our stores, and our teams. It’s been a massive shift, but taking the time to get it right – and choosing tools that talk to each other – has set us up for the next stage of our growth.
What do you look for in a technology partner?
It’s never just about the product – it’s always about the people behind it. We’re a family-run business, and that shapes how we work and who we choose to work with. Relationships matter to us. We want to feel like we’re being listened to, supported, and understood - not just sold to.
Sitoo are actually a great example of this – and I’m not just saying that! As part of the process, we were taken around stores in Soho that were already using the system. There was no glossy presentation or handpicked testimonials – just real store staff showing us, unscripted, how they use the tech day to day. That kind of honesty and transparency builds trust fast. You can’t fake that.
For us, a great tech partner is one who sees the long-term view, is open to collaboration, and genuinely wants to see us succeed.
You’ve been at OSPREY since 2017. How has shopper behaviour changed in that time?
It’s changed dramatically. When I first joined in 2017, there was barely any crossover between our online and in-store customers – they felt like completely separate audiences. Today, that’s totally flipped. Around 30–40% of our customers now shop across both channels, and that number’s still growing.
What’s really interesting is what we see on weekends. Saturdays in particular – we get big spikes in mobile product searches, which we know is driven by customers browsing in-store. They’re checking specs, comparing colors, reading reviews. It shows how much the in-store experience is now layered with digital touchpoints.
That behavioural shift has completely reshaped how we think as a business. People want to start in one place and finish in another – and they want it to be easy.
Finding the right tech has been a game-changer for us. It helps us connect the dots between channels and ensure that we’re not just offering great service in isolation, but creating a joined-up experiences that reflect how people actually shop today.
What are the biggest challenges for retailers right now?
Footfall is definitely one of the big ones. With online shopping being so convenient, you’ve got to give people a really compelling reason to visit a store. They’re not just coming in to browse anymore – they’re coming in with purpose. But there’s real opportunity in that too. The customers who do come through the door tend to be more engaged, more informed, and much more likely to convert. Our in-store conversion is up, and we’re actually seeing strong growth in physical retail.
What’s changing is the role the store plays. Increasingly, we see it becoming more of a showroom – a place to experience the product, interact with the brand, and get expert advice. That doesn’t always mean walking out with a shopping bag. Sometimes, it means placing an endless aisle order for home delivery or following up online. We’re leaning into that hybrid model, and it’s something we’re actively planning around.
Pop-ups are also on the radar for us. They’re a great way to test new locations, build brand presence, and create buzz – but only if the tech and operations behind them can support the experience. And that’s the other big challenge. For all this to work – whether it’s showrooms, pop-ups, or connected journeys – your tech stack has to be fit for purpose. If there’s friction, if things don’t talk to each other, or if the customer has to jump through hoops, they won’t tolerate it. Expectations are too high now. Retailers have to get the experience right, end to end, every time.
What excites you most about the future of retail?
The possibilities are genuinely huge – and they’re only just starting to unfold. On one side, you’ve got these incredible advancements in technology. AI and AR, for instance, are moving from buzzwords to practical tools. We’re starting to see how things like generative AI and visualization tech could shape the way people discover and choose products.
But on the flip side, I think there’s something really exciting about physical retail returning to its roots. It’s becoming a space for experience and connection again – where people go not just to buy, but to feel the product and be part of something. I think we’ll see a polarity develop: digital will keep getting smarter, more streamlined, more transactional, while physical retail becomes more immersive and emotional. And both can coexist as long as the infrastructure connects them.
For us at OSPREY, after a couple of years of major change – swapping out our entire tech stack and overhauling how we operate – this year is about consolidation. We’ve laid the groundwork. Now it’s about refining, optimizing, and really making sure we’re getting the most out of everything we’ve built. That in itself is exciting – because now we get to shift our focus from transformation to elevation. From “what do we need to fix?” to “what can we make even better?”
And finally, what are your top tips for retailers going through a similar transformation?
Start with a clear vision. Know what you want to achieve – not just in broad strokes, but in specifics. What are your revenue goals? What kind of customer experience are you aiming for? And what functionality will you need to get there? Mapping this out from the start gives you a solid foundation and helps you make smarter decisions.
Second, stay flexible. The tech landscape changes fast. A platform that’s perfect today might not be tomorrow. We’ve learned not to lock ourselves into decisions just because they were right a year ago. Stay curious, keep reviewing what’s out there, and don’t be afraid to pivot if something better comes along.
And the last one, don’t underestimate the human element. Tech doesn’t implement itself – and it definitely doesn’t run itself. You’ve got to invest in your people. That means training, supporting, and most importantly, listening to the team that’s actually going to be using these systems day in, day out. If they’re not bought in, the best platform in the world won’t deliver what it should.
About OSPREY LONDON
Founded by Graeme Ellisdon in 1980, OSPREY LONDON is a British lifestyle brand known for its timeless leather accessories, considered design, and enduring quality. From its roots in handcrafted leather belts, the brand has grown into a multi-channel business with a loyal following and a presence across physical stores, e-commerce, and premium marketplaces. With a commitment to craftsmanship and customer experience, OSPREY LONDON continues to evolve – blending tradition with innovation to create products and experiences that stand the test of time.
About Ben Jones
Ben Jones is Head of Ecommerce & Technology at OSPREY LONDON. Since joining the business in 2017, he’s played a central role in its digital transformation – leading the overhaul of its entire tech stack and redefining how technology supports both operational efficiency and customer experience. Ben combines commercial insight with a hands-on, collaborative approach. He’s passionate about building systems that empower teams, connect channels, and keep the customer at the heart of it all.
