Inner Circle

Convening leaders shaping the future of modern luxury commerce.

Inner Circle is BAO’s platform for ideas, dialogue, and industry connection. Designed to bring together founders, CMOs, and digital leaders across fashion, beauty, homeware, and lifestyle, it creates space for considered thinking and meaningful exchange around the future of luxury commerce. Through curated content and private gatherings, Inner Circle reflects BAO’s belief that progress is shaped not just by technology, but by shared standards and trusted relationships.

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Inner Circle presents: Shopify's Everywhere Edition

By Association Only recently sat down with Ben Homer, Solutions Engineering Lead at Shopify, to talk spring '26 Editions and more.

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Watch podcast

The Art of Compromise

A Study in Luxury Ecommerce: Why the brands winning online aren't doing everything. They're doing the right things, in the right balance.

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Read e-book

Inner Circle presents: Victoria Beckham

How luxury ecommerce brands push creative boundaries while staying commercially grounded

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Watch podcast

Setting a New Standard for Luxury Ecommerce on Shopify

This interview tells the story of how P448 partnered with By Association Only to reimagine its digital flagship.

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Read e-book

Maximising Shopify to Achieve the Ultimate Blend of Design & Functionality

How luxury ecommerce brands push creative boundaries while staying commercially grounded

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Read e-book

Victoria Beckham: Optimisation Without Compromise

How Brand Led UX/UI Drives Results: Insights from Collaborating with Victoria Beckham

Read white paper
Read white paper

The Luxury
Commerce Realignment

Understanding How to Leverage Shopify’s Renaissance Editions for Success in 2026

Read white paper
Read white paper