Breaking is Building: Brandon Friez on Supply Chains, AI and Innovation in American Eagle Outfitters
"Giant" comes to mind when thinking of American Eagle Outfitters. One of the biggest retail companies in the US, it operates over 1,000 sores worldwide, ships to 90+ countries, and parents iconic brands such as Aerie, Unsubscribed, Todd Snyder, and more.Pablo Ciano sits down with Brandon Friez, SVP of Global Logistics and Supply Chain Intelligence, to unpack how American Eagle Outfitters built a supply chain that gets stronger under pressure. This conversation spans multi-brand operations and building one of the first multi-DC order management systems, to how AI plays into freight development and productivity, and the innovation mindset it takes to run global logistics at scale.
Timestamps:
00:00 Intro
00:38 Welcome to Unpacking Success
02:18 Inside American Eagle’s global supply chain
04:22 Building a customer-first omnichannel network
07:23 The transformation behind omnichannel retail
11:01 Innovation, experimentation and learning from mistakes
13:53 Build vs. buy: Making the right supply chain decisions
17:57 Sustainability in the supply chain
19:47 Navigating tariffs and uncertainty
20:44 How American Eagle is putting AI to work
25:02 The AI moment that changed Brandon’s perspective
27:22 How AI will change the shopping experience
29:21 Leadership, purpose and the human experience
31:08 Closing thoughts
https://www.dhl.com/global-en/microsites/ec/ecommerce-insights/insights/podcasts/unpacking-success.html
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Welcome to the official YouTube channel of DHL, the global market leader in the logistics industry and The Logistics Company for the world. In our videos, we guide you through our work space and show you moments of achievement and innovation with our partners. Hit the subscribe button now, stay up to date, and gain exclusive insights.
About this podcast:
Unpacking Success is the podcast that delivers more than parcels. Hosted by DHL eCommerce CEO Pablo Ciano, we go beyond the bottom line to uncover the real stories behind e-commerce’s biggest wins (and the lessons from failures too). From scrappy bedroom startups to boardroom icons, guests share bold ideas, honest insights, and advice you’ll wish came with your last online order. Whether you’re building your first business or just love logistics gossip, this is your backstage pass to the people moving e-commerce forward, one box at a time. Receive SMS online on sms24.me
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