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"About us"
At IGU Global, we help retail brands and businesses grow from the inside out, thats not through gimmicks, noise, or shortcuts, but through emotionally intelligent, AI-ready strategy rooted in human truth.
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We exist to close the gap between commercial goals and the real emotions driving your teams, your customers, and your culture. By aligning brand ethos with human insight and operational clarity, we don’t just build true loyalty, we build living, breathing brand allegiance.
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Our philosophy is simple:
Business clarity + emotional precision = lasting impact.
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We’re not traditional consultants. We act as an embedded extension of your business, culturally fluent, commercially sharp, and relentlessly human.
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Our work helps brands and retailers become machine-trusted and human-loved, preparing them for a world where trust replaces attention and strategy outlasts visibility.
Nick Gray is the Founder & CEO of IGU Global, a Sydney-based retail and brand consultancy helping businesses thrive in the intersection of human behaviour and AI-driven strategy.
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With over 25 years of experience spanning global brands such as Adidas, Nike, Sneakerboy, Diesel, and Westfield, Nick has led transformative retail strategies across sport, fashion, and lifestyle sectors.
His approach is anchored in one belief:
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People, emotions, and customers belong at the centre of every business decision. Nick’s thought leadership has guided international retailers, brands, and wholesalers, shaping how the industry connects with both culture and commerce. Recognised by Rethink Retail as a Top Retail Expert and Influencer, his insights on brand trust, customer psychology, and the human impact of AI have been featured in Inside Retail, podcasts, and global panels.
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Through IGU Global, Nick partners with ambitious brands to build emotionally intelligent ecosystems that drive both growth and meaning while ensuring every decision is powered by presence, purpose, and precision.
"Acknowledgements"
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