Challengers & Icons Interview

Series 1. Episode 7. How YO! is rethinking luxury

For me, luxury, is rather an ugly word.” Simon Woodroffe, YO!

Well-known as a successful entrepreneur, Simon Woodroffe founded YO! Sushi in 1997, transforming eating into a complete entertainment experience. Today, he continues to revolutionise the way we look at all aspects of hospitality. Here, Simon discusses the changing luxury and hospitality industry, and offers advice for how brands can keep up.

Simon’s advice for how a brand can evolve as the idea of luxury changes

  • Make luxury more accessible by the masses.
  • Be smart about how you scale luxury experiences, allowing consumers to buy into just a portion of the experience for a lower price.
  • Don’t be isolating, be relatable.

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