Episode

Bedfellows: How Boll & Branch Keeps Humans and AI in the Same Sheets

Podcast: Future Commerce
Published: Jul 29, 2026
Duration seconds: 2586
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Canonical source: https://www.futurecommerce.com/podcasts/bedfellows-how-boll-branch-keeps-humans-and-ai-in-the-same-sheets
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Summary

Boll & Branch spent 12 years doing the unfashionable thing: perfecting the product first and figuring out distribution second. Chief Commercial Officer Katia Unlu joins Phillip and Brian on today’s episode to discuss Boll & Branch’s store expansion strategy, an AI-generated damage claim that went viral, and the case for stimulation over substitution.