About
The operating system retail leadership teams have always needed and never had.
Laminir is not a reporting tool. It is not a dashboard. It reads across your entire retail business every week, takes a position on what the combined picture means, and runs the operational work below the executive layer — so leadership decides on intelligence rather than instinct.
The problem
The problem Laminir was built to solve.
Retail businesses generate more data than ever. They also have more tools than ever. And yet the executive walking into the weekly trade meeting still spends the first thirty minutes reconstructing what happened, rather than deciding what to do about it.
Every department shows up with their own lane. Trading sees revenue. Buying sees cover. Digital sees paid efficiency. Marketing sees engagement. Each of them is right about their slice. None of the tools, none of the reports, none of the AI assistants currently in the market synthesises across all of them simultaneously and tells the executive what the combined picture actually means.
Below the executive layer, the operational work that follows every trade decision still falls to people. Reorder analysis rebuilt from scratch. Markdown decisions made on instinct because nobody had time to model them. Open-to-buy reconciled in a spreadsheet that breaks every season. Board reports that take three days to assemble and are out of date by the time they land.
Laminir solves both at once: aggregated intelligence at the top, execution at the bottom, and accountability through the middle.
The approach
How Laminir works differently.
It starts from a different premise. The job of an intelligence platform for retail leadership is not to surface metrics — it is to render a weekly verdict. So Laminir reads across every lever of the business — trade, buying, digital, marketing, customer, inventory — and produces a single, opinionated read on what the combined picture means and what should change.
That synthesis is held in longitudinal memory. Last week's decision becomes context for this week's. This week's commitment becomes accountability for next week's. Most platforms forget the day they generate a report. Laminir remembers the business — every brief, every recommendation, every decision the team committed to, and what actually happened in the week that followed.
Below the brief, agents handle the recurring operational work the executive layer used to push down to people. Reorder decisioning. Open-to-buy planning. Clearance modelling. Each agent is constrained by your stated strategic direction — what the business said mattered at the top of the year — so the work done between trade meetings stays in service of the larger plan.
And every figure in the brief is computed before the model sees it. The commentary restates numbers; it never invents them. That distinction is why the same input produces the same answer every time.
The whole platform is built specifically for retail. Not general analytics pressed into retail shape — designed from first principles around the rhythms of merchandise, trade, and cadence-driven decision making.
Founder
Kylie Cumming
Founder
25 years across global fashion and consumer retail — Ralph Lauren ANZ and UK Europe, Bonds, Camilla and Marc, Hello Molly Group — in CEO, General Manager and Executive GM roles. Judge at the Ragtrader Australian Fashion Industry Awards.
“The same scene kept repeating. Every week, in every business I ran or advised, the trade meeting opened with thirty minutes of reconstructing what had already happened.”
Twenty-five years in retail — scaling regional businesses into international ones, launching flagship stores in the most demanding global department store environments, and building wholesale networks across APAC, the United States, the United Kingdom and Europe. Restructuring leadership teams through rapid growth, building C-suite capability inside founder-led businesses, and taking operators through the transition to scalable operating models.
Across all of it, the pattern held. Every department arrived with their own slice of the picture. Decisions were made under time pressure with half the data. And nobody — not the tools, not the reports, not the AI assistants now flooding the market — was synthesising across them.
The reports were never the bottleneck. Synthesis was.
And the week after the meeting disappeared into operational work that should have been automated five years ago.
That is why the judgment in Laminir is encoded rather than generated. Every line of commentary in a brief comes from reading trading weeks for two and a half decades — what matters, what doesn't, and what to say when margin holds but traffic collapses. Written by a merchant, not a model.
Beliefs
What we believe.
Intelligence beats reporting
Most retail tools tell you what happened. Laminir tells you what it means and what to do about it. Reporting describes the past. Intelligence shapes the next decision.
Synthesis is the moat
Reading any single lever — trade, buying, digital, marketing — is now table stakes. Reading them together, every week, in the context of your strategic direction, is the only advantage that compounds.
The trade meeting is the operating system
Everything that matters in a retail company flows through the weekly trade meeting. Build the platform that runs that meeting well and the rest of the business straightens out behind it.
Decisions deserve memory
A weekly brief without longitudinal context is noise. Laminir holds the decision history of your business — what was said, what was committed to, what actually happened — so this week's conversation builds on last week's rather than over the top of it.
Accountability is a loop, not a punishment
The loop closes between what your team committed to last week and what actually got done. Not to assign blame, but to make the next decision sharper. Loops that close, learn.
If this is the platform your leadership team has been waiting for, get in touch.
We are working with a small number of fashion and lifestyle retailers in the pilot phase. If you would like to be part of it — or just want to see how the brief reads on your business — we would love to hear from you.