S10 E8 Putting People First Creates Bestselling Products with Alex Dimitriu

Our guest this episode is Alex Dimitriu, Product Director at White Stuff, whose 30-year buying career has taken her through some of the UK's best-known retailers, including M&S, House of Fraser, New Look and Miss Selfridge, buying across menswear, womenswear and childrenswear. Alex also had one of the most legendary send-offs from M&S, with former colleagues gathering on a freezing January night to sing her off- a testament to the kind of leader she has become.

Alex's route into retail wasn't conventional. She began her career as a French teacher in Tower Hamlets before taking a leap of faith at 28, accepting a significant pay cut to join M&S as a Buying Admin Assistant in hosiery. It's a story that proves there isn't one path into buying and one that sparks a wider conversation about why passion, curiosity and commercial instinct are just as valuable as a traditional retail degree.

Throughout the episode, we explore how the buying role has transformed over the past three decades. From the hierarchical buying floors of the 1990s to today's fast-paced, multi-channel retail landscape, Alex reflects on why buyers are expected to wear more hats than ever before. Balancing product, sustainability, supply chains, strategy and leadership, often all at once. We also discuss what great leadership really looks like, why putting people before product creates stronger teams, and how M&S successfully reinvented itself by taking bigger design risks while staying true to its customer.

Whether you're just starting your buying career or leading a large team, Alex shares honest advice on building resilience, backing yourself when opportunities arise, and why there are no shortcuts to becoming a great buyer- the foundations you build early on will shape the rest of your career.

Three Key Takeaways

1. There isn't one route into buying.
Alex's journey from French teacher to Product Director is proof that successful buyers don't all follow the same path. Curiosity, resilience, commercial instinct and a willingness to learn can be just as valuable as a traditional retail background.

2. Great buyers put people first.
The strongest leaders create environments where teams feel supported, trusted and empowered to grow. Alex shares why authenticity, mentorship and building genuine relationships have been at the heart of her leadership style throughout her career.

3. Buying is more complex than ever before.
Today's buyers are responsible for far more than selecting products. From managing global supply chains and sustainability to balancing data with creativity and leading cross-functional teams, the role has evolved into one of the most varied and strategic positions in retail.

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