Leaders in Consumer Technology: A Conversation with Alexis Maule
We recently caught up with Alexis Maule, a senior executive with deep expertise in building and scaling global consumer and lifestyle brands.
Alexis began her career in investment banking at Morgan Stanley and Credit Suisse after Harvard before pivoting into consumer tech via an MBA at Stanford. Since then, she’s held leadership roles at Amazon, a private equity backed e-commerce business in China, and later joined YOOX Net-a-Porter Group in Italy, where she helped lead the integration with Richemont Group and was the Head of North America.
She was then brought in to launch and scale Reformation’s UK and European business, opening stores, building the team, and driving nearly 20% of global revenue. Today, she advises high growth brands across the UK, US, Europe and APAC on international expansion, sustainability, and customer strategy.
In this Q&A, Alexis shares her perspective on how AI and personalisation are reshaping retail, the rising demand for circular and values led business models, and where the biggest global growth opportunities are emerging. She also reflects on the evolution of leadership in the consumer space and what it takes to lead with impact. Read on for her perspective on where the consumer landscape is headed and what it takes to lead at the forefront of change.
What trends do you think will shape the consumer market in the next few years?
There’s a continued push for personalisation, particularly using AI, whether that’s in customer experiences, marketing, or product recommendations. At the same time, sustainability is more important than ever, especially in Europe. Consumers are demanding transparency, and they expect brands to be values led.
Seamless omnichannel experiences are key. People want a frictionless journey, whether they’re online or in store. That includes AI driven customisation, localised content, and integrated logistics. And sustainability isn’t just about the product anymore. It touches every part of the value chain - resale, recycling, circular models. Brands are being held accountable, and that’s not going away.
Are there any innovations or technologies you think will disrupt the industry?
AI and machine learning are transforming everything, from predictive merchandising to inventory optimisation to hyper personalised customer service. A lot of these ideas have been around for years, but previously they were too manual or the tech wasn’t quite right.
I also think resale and digital ID tagging for circular fashion has been game changing. I’m excited about how generative AI is being used for real time, localised marketing content and customer journeys. It opens up new possibilities for how we tell brand stories and keep people engaged.
You’ve been voted “Most Sustainable Women’s Clothing & Accessories Managing Director” twice, in 2022 and 2023 - can you tell us more about that?
That recognition came from my time at Reformation. Sustainability was embedded in everything we did, from the supply chain to the product lifecycle. We built systems around resale, circularity, and responsible sourcing. Those awards are a reflection of that commitment and the hard work we did to lead on those issues.
Where are you seeing the strongest growth opportunities globally?
The Middle East is booming, and Southeast Asia continues to grow rapidly - high digital adoption, strong interest in luxury, and infrastructure investment make them really exciting. Meanwhile, China is still recovering post COVID, and the US and parts of Europe have seen some slowdown.
Cross border e-commerce between the US, UK, and EU is also a major growth area, especially as logistics networks become more advanced although the US tariffs have definitely shaken up the market.
How is the industry progressing when it comes to ED&I?
It’s improving, but it’s not without challenges. We’ve seen a shift from performative gestures to more structural investment - like diverse hiring pipelines and supplier diversity programs. Gen Z has played a big role in holding brands to higher standards and pushing for inclusivity from the consumer side.
Have you seen any standout ED&I initiatives that others can learn from?
Yes, programs like the Fashion Minority Alliance and 10,000 Black Interns in the UK are fantastic. They focus on building long term pathways into fashion and retail, not just internships. Some retailers are also doing great work around inclusive product offerings, whether that’s size diversity, modest fashion, or more representative marketing imagery.
What have been some key milestones in your career?
A few stand out. Helping lead the integration of YOOX Net-a-Porter into Richemont and driving the 3 year planning and global strategy was a major moment - huge exposure to the Richemont board and the chance to shape the future of luxury e-commerce.
Another was turning around Mr Porter and Net-a-Porter’s North American business. When I took over, performance was down double digits. Within a year, we’d turned it around to positive double digits by completely rethinking our strategy and execution.
And, of course, building Reformation in the UK and Europe from scratch (when I started there was no formal office so I worked from my living room) to multiple stores and a strong share of global sales.
How would you describe your leadership style, and how has it evolved?
It’s collaborative and data informed. I don’t micromanage - I give people space to do their best work, but I also focus heavily on accountability and KPIs. Post COVID, we’ve had to adapt to new ways of working, and I think empathy has become even more important.
I value people who bring a point of view, even if it’s different from mine - especially when it's backed by strong analysis. Leadership today is about building trust and creating environments where people can grow and thrive.
What advice would you give to aspiring leaders, especially women?
Don’t take yourself out of the game. Don’t wait for someone to give you permission. Be clear about what you want, communicate it, and advocate for yourself. Build strong relationships with mentors, take risks, and say yes to the opportunities that stretch you.
Have you ever struggled with imposter syndrome?
Of course. There have been times when I was asked to lead areas outside my expertise. But instead of shying away, I used those moments to learn, develop a point of view, and lead with confidence. You’re going to make mistakes and that’s part of growth. But leaning into the discomfort is often how you grow as a leader.
Alexis’ story is a powerful example of how strong leadership, a global mindset, and a commitment to innovation and values can drive real impact in the consumer space. From driving digital transformation to championing circularity and inclusion, she’s helping shape what modern leadership looks like in today’s consumer market.
As businesses look to 2025 and beyond, her insights are a reminder of the importance of staying agile, investing in meaningful change, and leading with both data and heart.
Pearse Professionals is proud to be partnering with a number of senior female NEDs, Chairs, and Advisors within the infrastructure and renewable energy industry
If you’re looking to appoint a senior advisor within your organisation, or are interested in exploring opportunities within the space, we’d be happy to arrange a more in depth conversation about how our network could support your infrastructure portfolio, alongside our broader advisory capabilities.
Please get in touch with the Pearse Professionals team: info@pearseprofessionals.com