NRF 2026: Retail’s Big Show made history — and set the stage for what’s next

NRF 2026: Retail’s Big Show showcased leaders from every corner of the retail ecosystem — from global brands and fast-growing disruptors to the technology companies powering retail’s next era. 

NRF Chairman and BJ’s Wholesale Club, Inc. Chairman and CEO Bob Eddy opened the show with a look at what lies ahead for the industry — and an announcement about the continued global expansion of Retail’s Big Show to the Middle East, with a new event in Riyadh in 2027.  

Among the voices shaping this year’s conversations were VaynerMedia CEO Gary Vaynerchuk, REI Co-op President and CEO Mary Beth Laughton, Ralph Lauren Chief Branding and Innovation Officer David Lauren, DICK’S Executive Chairman Ed Stack, and Fran Horowitz, CEO of Abercrombie & Fitch Co. and recipient of The Visionary 2026 award, presented by NRF and the NRF Foundation. 

Transformational technology and customer focus 

Together, their insights reinforced what NRF 2026 attendees saw firsthand this year: Retail’s future will be defined by innovation, agility and customer obsession — at scale. AI was everywhere and its impact was unmistakable. But the story wasn’t just about what AI can do. It was about how quickly it’s being put to work to improve speed, efficiency and personalization across the retail enterprise. 

That urgency came through clearly in sessions featuring technology and retail leaders including Google CEO Sundar Pichai and Walmart President and CEO John Furner, who took the opportunity to announce Walmart’s partnership with Gemini’s Universal Commerce Protocol.  

Other NRF sessions spotlighted the “how” behind transformation. Kecia Steelman, president and CEO of Ulta Beauty, shared how the company is rethinking experiences, operations and growth strategies for today’s customer. Sam’s Club Chief Merchandising Officer Julie Barber emphasized the importance of strengthening customer loyalty through convenience, value and seamless engagement across channels. 

Building for what’s next 

NRF 2026 also spotlighted how brands are evolving to stay culturally relevant while scaling innovation. VF Corp. global brand presidents Caroline Brown of The North Face, Sun Choe of Vans and Nina Flood of Timberland offered a compelling look at how enduring brands protect their heritage while continuing to modernize. 

Speakers also explored how retailers are putting emerging technology into action to drive measurable business outcomes. Dane Mathews, chief digital and technology officer at Taco Bell, highlighted how digital transformation and operational agility can unlock new experiences for customers and teams alike. 

And as innovation increasingly depends on partnership and platform thinking, Shopify President Harley Finkelstein — joined on stage by Emma Grede, co-founder and CEO of Good American, and Gymshark founder and CEO Ben Francis — emphasized how retailers can move faster by building smarter ecosystems that strengthen speed to market and elevate the customer experience. 

Another major theme from Big Show conversations was the strategic evolution of retail brands. Leaders shared honest insights into how their companies are transforming — not by leaving the past behind, but by using it as a foundation for what comes next. 

The future belongs to retailers who can move fast — without losing what makes their brand meaningful. From record-breaking attendance and next-level Expo innovation to bold conversations on the industry’s biggest stages, NRF 2026 was a clear signal that retail’s future is being built right now. 

The Next Now isn’t coming. It’s here.