Dan Lake’s Mission to Transform Notonthehighstreet.com
The NOTHS Tech Revolution Begins
Notonthehighstreet.com (NOTHS) has become a household name for unique, small-business-driven products. But, according to its vice president of technology, Dan Lake, the company’s back-end systems have long been left in the shadows.
With a mission to modernize these systems, Dan Lake is flipping the script, bringing much-needed balance to front- and back-end operations.
Why Dan Lake Sees Both Sides
Since joining NOTHS two years ago, Dan Lake has championed a dual-customer approach. This means considering not only the consumers shopping online but also the small businesses that power the marketplace.
“It’s about going back to what the company was about—shouting about and supporting small businesses in the UK,” Lake says.
From Gymshark to NOTHS: Dan Lake’s Big Shift
Before joining NOTHS, Dan Lake held a senior role at Gymshark, a billion-pound fitness retailer. At Gymshark, his focus was building in-house tech. Now, he’s taking the opposite approach at NOTHS by embracing partnerships and external solutions.
The Deliveroo Collaboration: A Test Run
NOTHS recently partnered with Deliveroo to offer rapid delivery of unique gifts. Though not yet integrated with NOTHS tech, the collaboration serves as a test bed for potential investments.
“If this scales across the UK, tech investment will follow,” says Lake.
Building a Future for NOTHS
Under Dan Lake’s guidance, NOTHS has already made strides. By adopting external tools like Talon One for promotions and using Google Vertex AI for product search, the company is cutting unnecessary in-house builds.
As Lake puts it, “We’re not a tier-one tech company, so we’re focusing on what really matters.”
Small Steps, Big Impact
NOTHS may not have a limitless budget, but its strategic approach to technology is paving the way for growth. With better systems in place, the marketplace can continue supporting its community of small businesses while delighting shoppers.
Dan Lake’s journey with NOTHS proves that sometimes, the biggest changes start behind the scenes.
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