Simon Bell: The rise of ethical retail

Simon Bell, CEO and co-founder of Immaculate Vegan, embodies a rare combination of creative vision and strategic acumen. With a career spanning over three decades in marketing, digital innovation, and e-commerce, Bell has taken his passion for sustainability and ethics to create a premium vegan marketplace. In this feature, Bell shares his unconventional career path, the challenges of scaling an ethical brand, and his vision for the future of retail.

A Career Shaped by Marketing and Innovation

Bell’s career is what he describes as a “squiggly line,” starting with a management trainee role at Unilever. “Unilever was a fantastic training ground,” he says. “It taught me not only the fundamentals of marketing but also finance, operations, and the importance of having a single-minded proposition to differentiate your brand.”

After 12 years at Unilever, Bell transitioned to a series of high-profile roles, including Head of Marketing for BBC Two and BBC One, and Marketing Director for The Times. These positions deepened his expertise in branding and strategy but also exposed him to the challenges of industries undergoing significant disruption.

Seeking to sharpen his digital skills, Bell joined a digital agency as a consultant, eventually helping steer the company toward e-commerce. “I realised e-commerce was a growth sector, and that focus transformed the agency,” he recalls. Bell later founded his own e-commerce agency, Diligent Commerce, catering to premium fashion and lifestyle brands.

From Side Hustle to Full Commitment

Immaculate Vegan was born when Bell met Annick Ireland, a vegan entrepreneur who sought his help in creating an e-commerce platform. Ireland had already built a following through an Instagram blog showcasing ethical fashion. “She struggled to find attractive vegan fashion under one roof,” Bell explains.

Having recently turned vegan himself, Bell saw the potential. “We decided to partner, and what started as a side hustle quickly grew into something demanding our full attention,” he says. To focus on the venture, Bell sold his agency, a decision he describes as both challenging and liberating.

The Case for Ethical and Vegan Fashion

Immaculate Vegan’s mission is twofold: to make vegan fashion accessible and to challenge the misconception that ethical choices require compromise. “We ensure every product is 100% vegan, but we also vet brands for sustainability, ethical labour practices, and quality,” Bell says.

The platform curates a wide range of products, from handbags made of cactus leather to sneakers crafted from grape waste. “There’s incredible innovation in materials right now,” Bell notes. “Plant-based leathers like mushroom and corn are changing the game.”

The marketplace model allows Immaculate Vegan to scale quickly without the risk of holding inventory. “It’s less capital-intensive and gives us the flexibility to adapt to consumer demand,” Bell explains.

Overcoming Challenges

Building a marketplace is not without its hurdles. In the early days, convincing brands to join was a challenge. “Annick’s Instagram presence helped build credibility, but we still had to prove we could deliver value,” Bell says. Today, the platform receives regular inquiries from brands wanting to join, with a waiting list akin to planes “stacked over Heathrow.”

One of the toughest moments came when a key brand, accounting for a significant portion of sales, left the platform. “It was a learning experience,” Bell admits. “It taught us to diversify and not rely too heavily on any one supplier.”

The economic challenges of recent years have also tested the business. “The cost-of-living crisis has impacted average order values in the UK, but we’ve seen resilience in our US market, which now accounts for nearly 40% of sales,” Bell says.

The Role of Technology

Bell highlights the transformative role of technology in e-commerce. “When I started in e-commerce, platforms were basic, and everything was bespoke,” he says. “Now, tools like Shopify and an explosion of apps make it easier than ever to create seamless customer experiences.”

At Immaculate Vegan, the team continuously evaluates ways to improve the user journey, from adding new features to optimising the website for conversion. “Technology allows us to enhance every touchpoint, whether it’s discovery, purchase, or after-sales service,” Bell notes.

Beyond Retail: Education and Community

Immaculate Vegan is more than a retail platform—it’s a hub for education and community. The website features in-depth content about sustainable materials and ethical practices, positioning itself as an authority in the space. “We’re not just selling products; we’re spreading knowledge,” Bell says.

The brand’s community-driven approach resonates with its customers. “Our audience is purpose-driven and loyal. They’re not just buying a product—they’re supporting a movement,” he adds.

The Future of Vegan Retail

Bell believes the growth of veganism is inevitable. “It’s the fastest-growing lifestyle movement in the world, and it’s not a fad,” he says. While vegans remain a minority, Bell sees a significant opportunity among conscious consumers who incorporate vegan products into their lives without fully committing to the lifestyle.

Looking ahead, Immaculate Vegan plans to expand its categories beyond fashion, with kidswear, homeware, and beauty already in the pipeline. “We’ve always envisioned ourselves as a brand for ethical living, not just fashion,” Bell explains.

Lessons for Retail Professionals

For those in retail, Bell offers clear advice: “Differentiate your brand. Whether it’s through your values, products, or customer experience, find what makes you unique and amplify it.” He also emphasises the importance of resilience and adaptability. “Retail is tough. You have to learn from setbacks and stay focused on your mission,” he says.

Simon Bell’s journey with Immaculate Vegan is a testament to the power of purpose-driven business. By combining innovation, sustainability, and a deep understanding of consumer needs, Bell is helping to redefine what ethical retail can achieve. As the market for conscious consumption continues to grow, Immaculate Vegan is poised to lead the way.