In episode 397 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Raphael Peck, CEO of Brixton, a Southern California-based apparel and headwear brand. Peck provides an overview of the brand (1:00), details his professional background in retail that led to his current role (2:50), and touches upon his history of growing brands, including his strategy for Brixton (7:50). He discusses the brand's recent partnerships with Fender and Willie Nelson (10:00), how Brixton is engaging authentically with its target audience (12:45), and the brand's strategy to expand its physical store footprint (13:40).

Furthermore, Peck shares how Brixton is working to create a seamless experience between its three sales channels (16:27), reviews its multipronged approach to customer acquisition and retention (20:05), and details its investments in technology and content to fuel customer engagement (23:55). Lastly, he discusses Brixton's focus on building its organic content channels (27:15).

Raphael Peck has built and curated for some of the world’s most uniquely distinguished brands, including Fanatics, Oakley, Under Armour, and Adidas. Peck, the current CEO of lifestyle brand Brixton, known for its headwear, apparel and best-selling collaboration, has a diverse experience set including focusing on new category introductions at Adidas and high-growth brand building at Under Armour, among others.

Peck enjoys passing his knowledge on to America’s bright young entrepreneurs and has been invited to lecture at the University of Maryland, University of Delaware, Rutgers, MIT, and University of Oregon. He has been nominated for 40 under 40 most successful athletic industry executives. He currently sits on the board of Sheex and was a former advisory board member and executive board member of the USTAF. Born in Cape Town, South Africa, Peck pursued his dreams to immigrate to the United States to become a brand builder. He attended the University of Cape Town and completed his military service for the South African Defense Force. Peck now resides in Carlsbad, CA. His greatest passions are still sports and an active lifestyle; he uses these pursuits to stay fit, live healthy, and constantly strives to better understand the end consumer.