NRF Europe Preview: Sephora Keynote, Apple + Adyen Payments, Store Tours, 15k Attendees

What to expect at NRF 2025: Big Show Europe—keynotes, payments, tours, and how to work the floor.

NRF’s first Retail’s Big Show Europe (16–18 Sept, Paris) is almost here. Jill Dvorak, NRF’s SVP of Content, walks us through the theme “Retail Together,” the Sephora opening keynote, why payments (Apple + Adyen) are a growth lever, and how to get the most from the Retail Store Tours. We also touch on Best Buy’s momentum and the Authentic Brands Group–Guess deal shaping portfolio strategy. Practical tips inside: plan sessions, leave time to roam, and prioritise AI + payments use cases.

Show Notes

Event overview & registration: https://www.nrfbigshoweurope.com/en/

Event overview page: https://www.nrfbigshoweurope.com/en/about/event-overview

Speakers/keynotes incl. Apple & Adyen: https://www.ecommerce-nation.fr/nrf-international-speakers/

Apple special address (press PDF): https://www.nrfbigshoweurope.com/-/media/Files/NRF-PDF/presse/NRF-Communiqu-de-presse-name-dropping-EN.pdf

Payments session preview incl. Apple + Adyen (+ On): https://www.yumpu.com/en/document/view/70721880/2025-nrf-europe-daily-preview-part-1

Retail Store Tours (retailer-only): https://www.nrfbigshoweurope.com/en/attend/retail-store-tours

Tour listings (pricing & examples): https://www.nrfbigshoweurope.com/en/agenda/full-agenda/Event/RETAIL-STORE-TOUR-1-THE-BIRTHPLACE-OF-WORLD-CLASS-INNOVATION

Best Buy Q2 FY26 results: https://investors.bestbuy.com/News--Events/news/news-details/2025/Best-Buy-Reports-Second-Quarter-Results/default.aspx

Guess to go private with Authentic Brands: https://www.reuters.com/legal/transactional/guess-go-private-14-billion-deal-with-authentic-brands-co-founders-ceo-2025-08-20/

Credits

Host: Alex Rezvan. Guest: Jill Dvorak, SVP Content, NRF.