And that mission is to provide the best shopping experience in the world. One customer, one experience at a time.
We strive for the yes in a world that says no - and often that means disrupting convention. So we pursue that which few others dare to - because ‘impossible’ is just another obstacle to progress. Yet no matter where our mission takes us, we never lose sight of our family values - they’re at the heart of everything we do.
We reason from first principles. That means we don’t live by the rules of others in our industries, or determine our strategy by way of analogy. We lead. We innovate. We invest seriously in R&D. And our entire strategy is based on neuroscience. There’s no other retailer in the world doing the things we’re doing.