British Beauty Council partners with Pattern to explore AI's role in beauty commerce. From Experimentation to Execution: Is the Beauty Industry Ready for AI-led Commerce? Partnering with Pattern, the leading global ecommerce accelerator, the British Beauty Council hosted an intimate breakfast event examining how AI is transforming commerce in the beauty sector globally, and how brands can leverage it without losing their unique identity. The session was led by Barney Willis, Global Partnerships Director at Pattern alongside the Council's Chief Commercial Officer, Jacqui Burchell. Together, they shared insights into how AI is transforming e-commerce, search and brand strategy, before opening the floor to discussion. Senior representatives from The Body Shop, Estée Lauder Companies, L'Occitane and Henkel joined peers from across the industry for an open exchange of ideas. Discussion centred around a "readiness reality check". Although experimentation is widespread, scaling AI from pilot projects to operational reality remains a challenge. Attendees discussed the structural and strategic barriers slowing progress - and what meaningful execution truly requires. Drawing on findings from Pattern's latest From Insights to Execution in AI-Powered Commerce Report, the roundtable focused on a critical industry gap: while 59% of beauty brands are actively exploring AI use cases, only 27% feel fully prepared for AI to become a primary channel for discovery and purchase. Protecting brand control in an AI-led discovery landscape was another key theme. As AI powered search and generative engine optimisation surface products across marketplaces and platforms, ensuring authorised sellers are prioritised and brand standards upheld is increasingly complex. To read the full report, From Insights to Execution in AI-Powered Commerce, please click here.

Vitalist chooses Pattern to boost Reebok smartwatch online sales. Authentic Brands Group appointed Pattern to its global accelerator role in December 2025. Vitalist, a Canadian technology conglomerate, has entered into a strategic distribution agreement with US-based e-commerce specialist Pattern, aimed at amplifying global online sales for Reebok-branded smartwatches. According to the terms of the agreement, Pattern will serve as the exclusive distributor for the Reebok smartwatch collection across significant digital marketplaces. This collaboration forms part of a newly launched global e-commerce marketplace accelerator and a Premier TikTok Shop alliance between Authentic Brands Group (ABG) and Pattern, designed to centralize online operations for the brands within ABG's extensive portfolio. As a recognized licensee of ABG, Vitalist plans to leverage the master agreement to benefit from Pattern's robust enterprise-level systems and logistics proficiency. In December 2025, ABG designated Pattern for its global accelerator role, assigning the management of e-commerce efforts across a portfolio comprising more than 50 brands. Vitalist anticipates that the collaboration will encompass integration with TikTok Shop, enhanced access to Pattern's warehousing and distribution network in both the United States and Canada, as well as the utilization of its proprietary AI and "Predict" software to monitor unauthorized sellers and enforce pricing integrity. The financial particulars of this transaction remain undisclosed. Kalvie Legat, CEO of Vitalist, remarked: "This partnership with a frontrunner like Pattern illustrates how Vitalist is leveraging the overarching Authentic portfolio strategy instead of adhering strictly to conventional growth on a brand-by-brand basis." He continued, "By aligning ourselves with the Authentic and Pattern master agreement, we can effectively circumvent years of typical organic e-commerce development and plug directly into a sophisticated marketplace machinery." In a separate development, Authentic Brands Group recently finalized an agreement to take US retailer Guess? private while acquiring a controlling interest in its intellectual property. This strategic move has resulted in the delisting of Guess? from public markets and a transformation in the ownership of its assets. As part of this agreement, Authentic acquired 51% of substantially all of the retailer's intellectual property, leaving existing shareholders with the remaining 49%.

Domaine, a global Shopify design and development practice, has acquired Pattern, a digital design agency. No financial terms were disclosed. The deal aims to transform experience-first digital commerce by combining Domaine's Shopify expertise with Pattern's design capabilities.