Some moments don’t quite land straight away.
After pitching Nudie at Heathrow as part of the #SBS Lift Off event, we were featured in Theo Paphitis’ Small Business Sunday newsletter, highlighting the brands involved.
A proud moment, of course.
But if I’m honest — it didn’t fully sink in until a few weeks later.
The Second Time Through Heathrow
Last week, I flew out of Heathrow on holiday to Crete.
And walking through the terminal, we passed the Reserve & Collect counter in action.
Real customers. Real purchases. Real retail happening in real time.
And suddenly, it clicked. This is what we’d been part of.
Why the #SBS Feature Matters
Being featured by #SBS is one thing.
But seeing the environment we pitched into actually working as a customer, not a founder gave it a completely different weight.
It turned something that felt like a great opportunity… into something tangible.
Final Thought
Sometimes recognition is immediate.
And sometimes it takes stepping back into the same place, from a different perspective, to really understand it.
This was one of those moments.
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