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Surefront puts product data and collaboration tools in one place

The platform helps brands, retailers and manufacturers take an item from ideation to store.

Written by Stephen Babcock

The Current Surefront

To Michael Forrest, retail is all about the interactions between people.

“The cornerstone of successful retail is relationships and how well you can foster those relationships, both between a retailer and consumer and a retailer and supplier,” Forrest said. “Ultimately, how you deliver products to your consumer, whether that’s online or in-store, is a representation of who you are.”

That insight has plenty of learning behind it. Forrest is a self-described “student of retail” has 30 years of experience in the industry. Along the way, he played a key role on the team that launched the Apple Store, served as global head of customer experience at Microsoft and led retail operations at Samsung, among other roles.

Now, Forrest is the CEO of Surefront. The company makes software that’s designed to streamline the process that brings those products to market. The Surefront team saw a retail space where lots of information needs to come together to develop, list and ultimately sell a new product. This disparate information, in turn, is often recorded and shared using disparate tools like email and spreadsheets, with lots of data entry involved. There are tools to share information internally, and others to share it with outside partners.

Surefront’s system, in turn, sits between brands, retailers, suppliers and manufacturing partners.

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