Our founders

The LiBi founders have a combined 50+ years of experience and expertise in the travel retail industry and, as a team, bring retailer, supplier and creative know-how. The pandemic and its impact on the travel retail industry offered them the opportunity to identify a clear gap in the market.

Suzanne, Jo & Dave understand consumers in a holiday retail mindset and appreciate that they are looking out for something more than a product - they crave experience, memory-making and storytelling.

Not only do they see retail differently. They see how retail can make a difference.

Johanne Hedges

Founder & Managing Director
Before LiBi, Johanne worked in Cruise Travel Retail. The beginning of her career was in Buying and Merchandising, specialising in Fashion, and working with over 300 brands globally. Later she took on Head of Commercial roles where she was responsible for securing new business and optimising revenue and company-wide efficiencies on all projects to guarantee long-term, sustainable growth.
Dave Woodcock

Founder & Creative Director
Dave has over 30 years experience delivering compelling, innovative and creative solutions for luxury travel brands, coupled with smart strategic thinking for major international businesses in Europe and the Middle East. He is an awarded member of D&AD.
Suzanne Mahoney

Founder & Non Exec Chair
Suzanne has 25+ years of retail experience working with luxury brands in travel and holiday retail environments. Building and leading teams in international fast-growing travel retail companies and divisions. She is now Head of Retail for MSC Cruises based in Geneva.

“We founded LiBi to connect great brands with amazing stories to tell with guests on holiday, on short breaks or travelling for work.”

— Suzanne Mahoney

Are you interested in investing?

LiBi is a company dedicated to creating new and innovative solutions to everyday problems. Our ideas have the potential to revolutionize the hospitality and retail industries, and we're thrilled to have the opportunity to share them with new investors.

If you're interested in learning more about how you can get involved, please let us know. We'd love to hear from you!

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Our team

Sam Gardiner

Business Development Manager
Sam has a background in international trade marketing and business development for luxury drinks brands within the travel retail industry for companies such as Pernod Ricard and Allied Domecq.
Lyndsay Dale

Digital Merchandising and Business Development
Lyndsey is based in Scotland and oversees our clients in Scotland as well as dealing directly with brands to onboard their products to the LiBi platform. Lyndsey has run her own property business in Scotland an understands the importance of building relationships to deliver key objectives.
Helen Symonds

Head of Brand & Range Strategy
Helen has over 20 years experience in retail Buying, Merchandising and Product Development. Working across sectors from well-known high street brands to luxury travel retail.