Ep 165: Building a Modern Footwear Brand, with Douglas Holm, Head of Online at Myrqvist

On this episode, I’m talking about what it takes to build a modern footwear brand in 2025. My guest is Douglas Holm, Head of Online at Myrqvist.

We explore how Myrqvist balances premium product with accessible pricing, and why customer experience is the real driver of long-term growth. Douglas shares how the team thinks about loyalty, discovery, and CX. From replying to Reddit threads to designing better packaging, everything ladders up to a more thoughtful brand experience. And when it comes to community, it’s less about building a forum and more about showing up where the customer already is.

We also talk about how Myrqvist is using AI behind the scenes and on the website. From translations and product copy to AI-powered search, Douglas explains how they’re enriching PDPs to be more discoverable by AI tools, not just humans.

If you care about digital brand building, operational scale, or staying visible in the age of AI discovery, this one's for you.

This episode is brough to you by depict.ai. Their mission is to help shoppers discover the products they love while giving merchandisers total creative control. So if you're still stuck in traditional keyword land, head to depict.ai and level up to natural conversational search.

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