A Company of One
Creativity & Sons is led by Alex Whitlow RDI, FHEA. A retail designer, educator, and thinker known for shaping innovative experiences that ‘work’. Ones that connect with people, tell meaningful brand stories, and meet the business objectives.
London, UK
Creativity & Sons is based in London, but great ideas don’t stick to one place. Whether you’re around the corner or across the globe, we will come to you… so long as there’s good coffee.
A Broad Perspective
Every project has its own unique pulse. Sometimes just bringing together your insights and Alex’s vision is enough. Others call for a broader mix, so Alex brings in trusted retail design specialists to bring the right energy, perspective, and firepower to the table. It’s never about throwing more at your project. It’s about knowing exactly what it needs.
Great Retail is Alive
A pulse-check. A love letter. A manifesto… A creative stream of consciousness? Whatever this is… This is our belief! This is Great Retail!
A quick word on our name...
Creativity & Sons
The name is a deliberate nod to the great traditional retail establishments, those family-run stores where personal service, craft, and genuine relationships were everything. Where someone knew your name, understood your needs, and gave you their full attention.
That’s the kind of consultancy this is. Not a large agency optimising for volume. A focused, personal practice where every client relationship matters.
The name carries a deeper belief too. Great retail has always had creativity at its heart, not as a nice to have, but as the fundamental driver of everything remarkable in the industry. And creativity isn’t the exclusive preserve of designers. Every person involved in shaping a retail experience has creative potential within them. It doesn’t always announce itself. Sometimes it needs the right conversation, the right question, or the right moment of permission to emerge. Unlocking that potential, in individuals, in teams, in businesses, is precisely what Creativity & Sons exists to do.
The “Sons” carries a second meaning too. The business exists in part because of Alex’s (our Founder) decision to step away from a senior full-time role, to spend more time with his two young boys. That choice shapes how we work: selectively, intentionally, and with complete commitment to the engagements we take on.