Andy Coxon | eTail London

eTail London 2025

24 - 25 June, 2025

QEII Conference Centre, London, UK

Andy Coxon

Co-Founder & Director AKT London

Day 2, 25 June: Human-Centric Retail Experiences

11:15 AM From Stage to Global Shelf: How AKT London Scaled to A Global Disruptor Mastering Brand Community

Born in the heart of London’s theatre district, AKT London began as a solution to a personal need: a high-performance, natural deodorant that could withstand the rigors of the West End stage. Today, it's an internationally expanding, community-driven brand shaking up the personal care industry with its luxury, sustainable ethos.

Co-founders Andy Coxon and Ed Currie share how AKT London leveraged the power of grassroots community, theatrical storytelling, and values-driven branding to grow from a cult favourite into a global disruptor in the personal care space. From harnessing the loyalty of performers to raising $10M for international expansion, discover how a small idea turned into a movement.

  • Leverage your founding story to build an authentic, emotionally resonant brand.
  • Engage niche communities as brand ambassadors to create momentum from the ground up.
  • Scale sustainably by aligning product innovation with global eco-conscious trends.
  • Expand into new markets while preserving brand intimacy and storytelling.
  • Activate retail partnerships that amplify both mission and market share.
  • Transform customers into a passionate community through content, transparency, and values alignment.

Check out the incredible speaker line-up to see who will be joining Andy.

Download The Latest Agenda