The M.O.RE. Summit – Masters of Retail – will take place in Athens on Monday, July 6, 2026, marking Greece’s debut as host of a major international business conference. Organized by the Hellenic Association of Retail Enterprises (HELRA), the event brings together some of the world’s most influential business leaders and innovators for a single-day exploration of the future of commerce.
Global Visionaries, One Stage
For the first time, iconic figures including Jo Malone CBE — the entrepreneur who transformed fragrance into a global empire — will share the stage with Lars Rasmussen, co-creator of Google Maps; Dhiraj Mukherjee, co-founder of Shazam; Amin Toufani, AI futurist advising governments and corporate leaders; Giannis Tsioris, founder of the startup that conquered the Middle East market; Daniel López from Mango, one of fashion’s most powerful global brands; and Greek e-commerce pioneers Giorgos Avgoustidis and Giorgos Chatzigeorgiou.
Each speaker will recount a journey that began from zero — and reshaped industries, markets, and consumer behaviour worldwide.
A Roadmap for the Next Decade
M.O.RE. is designed as a strategic compass for businesses navigating rapid change. The summit addresses critical themes shaping the next ten years: artificial intelligence, exponential technologies, startups, logistics and last-mile delivery, the store of the future, digital marketplaces, new payment models, customer experience, the future of work, and geopolitical shifts redefining global markets.
It’s a gathering for the entire business ecosystem — entrepreneurs, executives, technologists, retailers, policymakers, and professionals driving innovation across sectors.
A Call to Reinvention
Kostas Gerardos, President of HELRA, emphasized the pivotal moment facing retail and broader business communities: “There are moments when even long-established industries reach a crossroads. One path is to continue as before. The other — more challenging — is to unlearn what we once took for granted, experiment boldly, and redefine our purpose. Both paths carry risk — and both hold opportunity. At the inaugural M.O.RE. Summit, world-class speakers and global experts will help us understand the emerging landscape and see more clearly the road ahead.”
The summit will be hosted by journalist and presenter Giorgos Kapoutzidis.