Odd Muse and Retrofête among launch partners as Swap goes live with AI powered online shopping experience
Swap has launched a new AI powered sales channel that lives separately from a brand's existing website and aims to convert shoppers more effectively.
Swap Storefront guides shoppers from product discovery to live virtual try-on to checkout in a single, fully branded experience. Launch partners include SIMKHAI, Retrofête, Odd Muse, Studio Nicholson, and Manors Golf.
"We believe Swap Storefront is the next evolution of commerce, and the results prove it," says Sam Atkinson, Co-Founder and CEO at Swap. "Consumers are using LLMs more every day and increasingly want that same interactive, guided experience when they shop, rather than static browsing. Swap Storefront puts that power directly in the hands of brands, helping them meet that demand while strengthening direct customer relationships and capturing valuable insights."
"As a founder led brand, every detail of how we show up to our customers reflects a specific point of view,” says Aimee Smale, Founder and Creative Director at Odd Muse. “Swap Storefront is the first AI we've used that amplifies that point of view rather than dilutes it – I'm even personally voicing our AI agent. Our customers are getting the exact brand experience we'd want to give them, at a scale we couldn't reach on our own."
Swap Storefront integrates directly with a brand's existing commerce stack, handling payment processing and connecting to the merchant's 3PLs, WMS, and OMS systems.
“We've always believed that our pieces should feel effortless to wear, and now with Swap Storefront, they're also effortless to discover,” says Jonathan Simkhai, Founder and Creative Director at SIMKHAI. “Our new agentic experience powered by Swap will bring the warmth of a personal styling conversation from our stores into the digital space.”
2026 RTIH Innovation Awards
AI will be a key focus area at the 2026 RTIH Innovation Awards.
The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.
Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
