Kevin Tulip's retail story began simply: attaching price tags in a Topshop stockroom during high school work experience. That simple moment quickly evolved into a passion, leading him to a remarkable 22-year career journey that now sees him as the President of Primark US. This episode offers a behind-the-scenes look at how Kevin, a veteran leader of the global fast-fashion chain, is navigating the complex task of introducing a beloved European brand to the US market. He shares insights into adapting Primark's transparent value proposition for US consumers, managing rapid expansion while maintaining brand health, and the crucial role of digital strategies like their new website and UK click-and-collect trial in driving in-store traffic. Kevin also reveals the foundational leadership lessons that have shaped his two decades at Primark, and what he believes is the most important role in any retail business.