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September 13-14, 2017 / New York, New York


The retail tipping point is here.

Technology’s role in commerce is growing larger every day. As store closings accelerate, traditional retailers are making investments in digital-native brands, and consumer packaged goods companies are considering selling direct to consumer. At the same time, e-commerce startups are opening their own brick-and-mortar stores and selling wholesale into others. In short, old and new have to learn from each other.

In September, Recode convened more than 400 executives from retail, e-commerce, payments and more for two days in New York, the emerging emerging epicenter of e-commerce. Recode senior editor Jason Del Rey and executive editor Kara Swisher interviewed the most innovative minds in the field. The stacked lineup included:

  • Founders of Bonobos, Rachel Roy, Theory, Reformation, Glossier and Warby Parker
  • Uber Chief Brand Officer Bozoma Saint John
  • Celebrity chef Mario Batali
  • Williams-Sonoma CEO Laura Alber
  • Executives from Amazon Prime Now
  • Founder-CEOs of Blue Apron and Sweetgreen
  • Nike Direct President Heidi O’Neill
  • Venmo COO Mike Vaughan
  • Forerunner Ventures star retail investor Kirsten Green
  • NBA Commissioner Adam Silver and Fanatics Executive Chairman Michael Rubin
  • Pinterest President Tim Kendall
  • Heads of BuzzFeed Product Labs and The New York Times’ The Wirecutter

Check out the unscripted interviews with industry luminaries below. And save the date: Code Commerce will be presenting at Shoptalk in Las Vegas on March 20, 2018.

Event Updates


Who Attended?


Wednesday, September 13, 2017

8:00 a.m. - 7:00 p.m.
Registration Open
8:00 a.m. - 9:00 a.m.
9:00 a.m. - 1:30 p.m.
General Session
1:30 p.m. - 2:45 p.m.
2:45 p.m. - 5:30 p.m.
General Session
5:30 p.m. - 6:45 p.m.
Cocktail Reception

Thursday, September 14, 2017
and Hudson Yards

9:15 a.m. - 10:45 a.m.
On-Location: Red Antler
9:30 a.m. - 11:00 a.m.
On-Locations: Amazon Prime Now, Eataly, Nike and Warby Parker
11:30 a.m. - 12:30 p.m.
Hudson Yards: General Session
12:30 p.m. - 1:30 p.m.
Hudson Yards: Lunch
1:30 p.m. - 2:05 p.m.
Hudson Yards: General Session

On-Location at Code Commerce

Code Commerce attendees had the opportunity to choose an On-Location at a popular New York City brand or retailer. This gave attendees an inside look at the behind-the-scenes operations and the opportunity to go deep into design, logistics and omnichannel efficiencies. On-Locations showcased how these companies balance the daily demands of today’s consumer with bets on the technologies that will shape the retail experiences of tomorrow. Each tour included a Q&A with the business leaders who make the magic happen.

Eataly Flatiron District

Eataly, New York City’s awe-inspiring food hall from Oscar Farinetti and Mario Batali’s team, is a thriving grocery business due to its “Eat-Shop” experience, with a strong connection between restaurants and retail, and a dedication to telling stories of Italian food and culture. Attendees toured the space with CFO Adam Saper, and heard how the company continues to expand the business across the U.S., experiment with on-demand delivery and still lure more and more guests through the door.

Virginia Rollison

Nike SoHo Store

As brands struggle to navigate the changing retail market, Nike continues to push boundaries with innovative retail concepts and personalized experiences. Attendees joined the Recode team at Nike’s newest store in SoHo, and experienced the future of sport retail, where Sean Madden, Nike’s senior director of Service and Experiences, walked them through how the brand creates a seamless link between digital and physical platforms that encourage consumers to explore and shop.


Amazon Prime Now Fulfillment Center

Ever wonder how Amazon Prime Now can deliver a package to a customer in less than an hour? Attendees had the opportunity to tour the company’s midtown fulfillment center, led by Prime Now executives, and learn about the sophisticated back-end technology and how its proprietary delivery program, Amazon Flex, powers ultrafast delivery.


Warby Parker Flagship Store

While Warby Parker became famous for its try-at-home, direct-to-your-door model, it’s now known for a versatile retail experience, providing on-the-spot eye exams, next-day service and beautiful stores that mix local aesthetics and architecture with stylish frames. With more than 55 stores in the U.S., and 10 more opening before the end of the year, attendees heard from co-founder and co-CEO Dave Gilboa on how and why Warby has decided to scale its brick-and-mortar footprint aggressively.

Warby Parker

Red Antler and Bowery

How does a company build a new brand and make it matter to a consumer? Brooklyn-based Red Antler — responsible for launching new direct-to-consumer brands like Casper and Allbirds — specializes in crafting every detail of a new company’s story. Red Antler co-founder Emily Heyward and Irving Fain, co-founder and CEO of Bowery, walked attendees through how they built the Bowery brand from an idea to the product on the shelf. Along the way, attendees learned the secrets to mastering product design, naming, visual identity, marketing strategy and more.

Red Antler



Day 1: Industria
775 Washington St, New York, NY 10014

Day 2:
On-Location Addresses

10 Hudson Yards
501 West 30th Street, New York, NY 10001

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