More than 2,000 staff at one of Britain’s best-known fashion brands AllSaints ae using AI to liaise with colleagues across the globe.
The UK retailer that launched in London’s East End and now has 281 stores world-wide has signed a deal with rising star AI learning platform Thrive.
Nottingham-based Thrive is another Great British success story, pioneering an AI-powered employee platform used by household names like Vodafone, BA and ASOS.
Launched in 2019, it was named by the FT as one of Europe’s fastest-growing tech firms [1] this year, and among the Sunday Times’ top 50 fastest-growing tech firms in 2025 [2].
Thrive’s AI app will grant AllSaints’ frontline teams instant access to updates, operational communications, messaging and wider employee content, wherever they are working.
The new app will be used across AllSaints Group’s studios, stores and distribution centres in the US, UK, Europe and Asia.
It means the workforce will operate through a single digital experience, with a particular focus on improving communications for retail colleagues.
The global rollout was delivered in under six weeks, enabling a seamless transition from AllSaints’ previous supplier with minimal disruption to colleagues and operations.
Thrive was chosen to support AllSaints’ communications and engagement across its 2,300-strong global workforce, including its modern US luxury menswear brand, John Varvatos.
Central to the deployment is Thrive’s branded mobile app, giving frontline teams instant access to company updates, operational communications, leadership messaging and wider employee content – wherever they are working.
The partnership reflects how platforms like Thrive are increasingly being used for more than just learning and development, as organisations look for a single destination to connect, inform and engage all employees across all locations.
Alex Didymiotis, Chief People Officer at AllSaints Group, said: “Meaningful communication and connection with our teams globally are critically important to our brands.
“We have colleagues working across stores, distribution centres and studios, often thousands of miles and multiple time zones apart. We needed a platform that could deliver an engaging, accessible and consistent experience for all teams globally – particularly our deskless workforce – while also being easy and intuitive to use.
“Thrive not only understood the complexity of that ambition but embraced it with clarity and expertise. Their technology, combined with a deep understanding of our values and goals, enabled a seamless transformation.
“From the very beginning, Thrive felt less like a partner and more like an extension of our own team – aligned with our belief in moving faster, thinking bolder and building smarter. Their commitment and shared passion made them the ideal partner to bring our vision to life.”
Cassie Gasson, co-CEO at Thrive, said: “This partnership reflects how businesses are increasingly thinking beyond compliance and onboarding, and focusing on the essential role of keeping in touch, keeping informed and keeping connected.
“Organisations want one platform that brings together communication, engagement, knowledge and development in a way that genuinely works for every employee – especially deskless teams who have traditionally been behind when it comes to access to workplace technology.
“Employee expectations have fundamentally changed. People now want the same simple, personalised and mobile-first experience at work that they have in every other part of their lives – that’s why the Thrive App is central to engaging employees and driving communication and collaboration regardless of location.
“AllSaints Group moved incredibly quickly with a clear vision for the employee experience and communication culture they wanted to create. Delivering a global rollout in six weeks is a huge achievement by both teams, and we’re proud to support another iconic brand as they continue to connect colleagues across the business with Thrive.”
Founded in the UK in 2019, Thrive provides an AI-powered platform that combines learning, communication and knowledge management in a single experience.
The company works with more than 500 brands globally, including Vodafone, British Airways, Aston Martin F1 and Krispy Kreme.
