At a time when retail continues to face growing complexity from shifting consumer expectations to the need for seamless, omnichannel integration, Grassfish focused on what truly matters: the in-store experience and in-person meeting.

We believe the physical store is more relevant than ever. Not because it competes with digital, but because it complements and completes it. And this year, we saw that vision come to life with partners and customers across every touchpoint.

Experience is the strategy

The future of retail is rooted in one core idea: experience over transaction. Consumers expect more than convenience. They want connection, relevance, and moments worth remembering. They want emotions. And the physical store is the perfect stage for that to happen. But it doesn’t happen by accident, and we’ve always believed that experience innovation doesn’t happen in isolation. It takes vision, alignment, and partnership.

Throughout 2025, we’ve worked side by side with our partners to bring this vision to life. Whether it’s integrating digital touchpoints, optimising workflows, or supporting strategic rollouts, every milestone we’ve hit has been co-created. That’s why we talk about partner ecosystems, not just partnerships. Because great experiences are built together.

This year, we’ve continued to grow our partner network and strengthen long-term relationships based on trust, performance, and mutual ambition. It’s also why we were honoured to extend key customer collaborations this year. The renewed partnerships reflect a shared belief in long-term value creation, not just platform delivery.

And with the integration of new expertise from MDT Medientechnik and Marco Burkhardtsmayer from the MuSe Content team, we’ve added capabilities that enhance everything from content and design to strategy and integration. This is how we build the future: by bringing the right people together, across disciplines, borders, and backgrounds.

Moments that mattered

2025 had many high points, but the Grassfish Summit was the one that captured it all. It was a clear signal of who we are, how we operate, and where we’re going. With partners, clients, and colleagues from across Europe and beyond, the Summit became a moment of clarity: this is what digital in-store leadership looks like.

It also marked the formal debut of Grassfish IXM Aqua, our next-generation platform that embodies our commitment to adaptability, intelligence, and operational simplicity. Built for global brands and retailers, Grassfish IXM Aqua gives the tools needed to orchestrate every in-store touchpoint at scale, with purpose, and without added complexity.

Looking ahead

For the new year, our ambitions are clear. We see 2026 as a year of global expansion and ecosystem elevation. We will continue to grow internationally by landing meaningful projects in new regions together with our partners. This means strengthening our role as a global frontrunner in digital in-store while staying grounded in local relevance and co-creation.

As customer expectations rise and the gap between digital and physical continues to narrow, this is where Grassfish thrives. With our platform and our people, we help retailers and brands grow through clarity, simplicity, and the power of co-creation.

We’re not here to follow. We’re here to shape what comes next.

Anders Henricson
CEO at Grassfish