He set out to give Victoria’s Secret some competition. Along the way, the Adore Me founder discovered that selling lingerie meant learning to build almost everything around it.

The DAILYLOOK chief executive built his career in the unglamorous minutes after checkout - where a return, a late parcel or one useful conversation can decide whether a customer ever comes back.

After 14 years in consumer brands, Alix Coucardon arrived at Adore Me with a full marketing playbook. Four years later, her sharper lesson is that customers never see the org chart.