Mike Osorio

Vice President Retail, Tori Richard Principal, Osorio Group LLC, dba JAM with Mike®

Mike is an internationally experienced executive retail professional with a diverse career in luxury travel retail, department stores, and specialty food/gifts & apparel, including prior roles at 3Sixty Duty Free, DFS Group Limited, Harry & David, Gottschalk’s, and Macy’s. After a successful decade at DFS Group Ltd., the world’s leading luxury travel retailer (, he launched his consultancy, Osorio Group LLC (, in January 2018.

In May 2018 Mike engaged with 3Sixty ( over a one-year contract as President Organizational Change & Effectiveness, helping the world’s largest inflight duty free retailer in its transformation to a significant player in both inflight and airport retailing.

As of May 2019, Mike has joined Tori Richard as Vice President Retail, eCommerce & Marketing to help this iconic Hawaii resort wear brand ( enter its next phase of growth, overseeing all aspects of Hawaii-based retail stores, online and digital communications, and marketing.

In addition, Mike serves on the boards of four startup companies in Utah, Texas and Hawaii, including Mana Up (, helping Hawai’i startups become global companies.

Mike brings his experience and capabilities to individuals, teams and organizations in their quest to deliver personal and business growth, deliver top and bottom-line results, and create the foundation and vision for future competitiveness and success.

  • Posted on: 07/23/2021

    Will an enhanced rewards program turn Gap’s customers into ‘lifelong loyalists’?

    Gap's move is excellent: customer-centric and allowing for direct marketing and encouragement of already prevalent cross--brand shopping and purchasing behaviors. The addition of a charitable option for points also sends a strong message of Gap's intention to focus on supporting the people who work and shop their brands and the communities they serve. The fact that this will also lead to more and more profitable customer relationships is the outcome of an intelligent strategy and emblematic of a modern and sustainable approach to capitalism.
  • Posted on: 08/14/2020

    Can airport retailers weather the turbulence?

    The pandemic has uncovered the unsustainable reality of the airport retail fee structure, with onerous concession fees in the form of minimum annual rent guarantees (MAGs) that can be as high as 40 percent+ of sales for the duty free retailers and 20 percent+ for others, on top of significant capital outlays required to build out airport-compliant stores. This on top of higher payroll and other operating costs than mall and Main Street retailers due to longer operating hours and other airport-specific operating requirements. All of this worked for retailers, in general, due to usually higher margins and the highly productive retail environment with thousands of passengers and potential customers walking by their shops every day. While working in this exciting industry for 15 years, I often commented that airport traffic makes it feel like the Saturday before Christmas every day! Unfortunately, with passenger traffic now down to a trickle, and those who are traveling less likely to be in the mood to shop, sales can’t possibly cover the MAG and likely not even payroll and general operating costs. Airport-provided shopping websites, though a nice effort, will not attract sufficient customer interest to be meaningful. The only way through will be massive rent relief, which some airports have done. DFW for example has provided temporary lease amendments allowing for percent-only rent. In summary, the way through for airport retailers is no different than for mall and Main Street retailers: abatement of minimum rent guarantees during periods of required closures, and a percent-only rent structure when they reopen until traffic and revenue returns to at least 75 percent of pre-COVID-19 levels. Because airport operators also have lease and/or bond obligations, this will require some sort of backstop funding from the federal government, which airport associations are lobbying for now.
  • Posted on: 08/06/2020

    Are pop-up shops more relevant in a pandemic-altered world?

    Pop ups have and will continue to be a good tool in a retailer’s toolbox of physical options, either in parking lots of centers where they already exist, or in trial locations that come available in centers and other locations of interest. If cash is available for marketing investments, pop ups should be one of the areas of trial along with new digital platforms and collaborations. This is a great time for trial. Keep trying!
  • Posted on: 06/12/2020

    Is business too busy saving itself to save the environment?

    Short term, basic economics will pause some intended progress on sustainability commitments. Companies clearly need to stabilize. However, I believe that the previous growing collective consumer demand for sustainable practices will accelerate in the mid to long term. The surviving companies will meet consumer demand with innovations in design and production methods, supply chains, corporate transparency, and more. Impacts from COVID and Black Lives Matter cultural shifts will produce accelerated shifts toward sustainable business practices among retailers and suppliers.
  • Posted on: 06/11/2020

    Are tourist dollars coming back any time soon?

    Tourism, both domestic and especially international, drives a significant percentage of retail and ancillary business in much of the country. Where I am in Hawaii, it is an overwhelming driver of retail and the overall economy. It is naive to think local traffic will provide the traffic and spending necessary to resuscitate retail performance outside of the few that provide essentials. This is a time for retailers to focus on shoring up their balance sheets, while continuing to engage with their online and few in-store visitors. Tourism must return to 80-90% of pre-COVID levels. That probably won't happen for a year or more, assuming there is a vaccine, and the overly-leveraged and mediocre retailers and brands will not be here when that day comes.
  • Posted on: 06/09/2020

    Loyalty marketing is at a crossroads

    The start of any successful loyalty program is the brand and product behind it. Companies that view loyalty programs merely as a traffic driver, "filling the funnel" vs. an opportunity to engage with, service, and add value to loyal customers, are missing the boat. Utilizing technology to identify and engage well with clients online and in-store is important, as is well-trained staff ready and willing to ease the interactions.
  • Posted on: 05/20/2020

    Will face masks be a lifeline for apparel retail?

    It is absolutely an important addition to most apparel brands, particularly those with a strong emotional connection with their audience. Once the CDC announced the need for all of us to wear cloth masks to protect others, our small Hawaii-based resort apparel brand provided over 30,000 free masks to families throughout the US. From that, the customer response from both brands was a keen desire to purchase masks. So we went back to work and are now producing and selling 5 packs of exclusive fabric masks for $58. Our second brand is selling a 4 pack for $34. Both at prices well below the averages out there. We feel strongly that we should not seek higher than normal margins for this accessory product.
  • Posted on: 05/12/2020

    How should retailers manage touch-but-not-buy?

    Apparel retailers will need to reopen as state and local government proclamations dictate. They must provide staff and customers with a reasonably safe shopping environment which will include masks, gloves and hand sanitizer for staff, and clear guidance on handling returns and try-ons (whether in a fitting room or on the sales floor). Steaming is the generally agreed-upon tactic for sanitation of apparel, and leaving returns untouched for at least 24 hours will allow product to be returned to the floor (after steaming). Cleaning POS surfaces between transactions, offering contactless payment options, and ensuring 6 foot distance between customers in line, will all help. However ... the real pain point for reopening retailers is the potential for lawsuits from people claiming infection from being in the store -- whether legitimate of not. The next round of federal assistance must include reasonable liability protections for retailers and others who open during a pandemic which is not close to being under control.
  • Posted on: 05/11/2020

    What should retailers do about social distancing renegades?

    James, this is exactly right. We must first ensure our staff are provided masks and we require them to be worn. It becomes, for now, another piece of their "uniform," which we are required to provide. However, we cannot require our staff to be the mask police. They can explain the requirement to customers in a friendly tone, and if the customer refuses to comply, they must simply walk away. I like the phrase you suggest they use.
  • Posted on: 05/09/2020

    How should indie retailers prepare to reopen under the now normal?

    There are excellent resources available to indie retailers via NRF and other industry bodies, along with Federal, State and local published guidelines. While I agree there is a lot of competing and confusing noise out there, a bit of Google search can bring any independent retailer what they need to ensure the basics are in place to ensure compliance for employee and customer safety. I agree with the statements supporting the positive opportunity for local indies to thrive as we begin re-opening as a large percentage of consumers are in the mindset of favoring local businesses of all types. The key is to both provide a high level of service with compelling products in-store, as well as a hard pivot to DTC selling via owned websites, IG & FB paid advertising, as well as Amazon and other multi-brand platforms. With the aid of PPP and other loan & grant programs, indies need to spend into both in-store and digital customer engagement.
  • Posted on: 04/29/2020

    Will shoppers go to the mall because Simon says it’s okay?

    We have already seen how customers and retailers are handling this in grocery stores like Walmart, Target, and Home Depot. It will likely be no different in malls and the "non-essential" retailers who choose (or are required) to reopen. The differences we see now at currently open retailers in Atlanta vs. in a smaller town will be similar to the differences we will see in the malls in those places. Traffic will likely return, but at a small fraction of "normal" traffic. But it will be a positive psychological move and will begin our road to whatever levels of in-person shopping will exist going forward. Starting, in a reasonably safe manner, is critical. I applaud the effort. Yes, Simon seems to be taking reasonable precautions and all tenants will need to do the same.
  • Posted on: 04/24/2020

    Is it okay to profit from a pandemic?

    I'll comment specifically about the plethora of cloth masks being produced for both donation and for profit. As an executive for an apparel company and as a board member of an actual protective mask company, I can see the lure of jumping into the surging demand for cloth masks. Due the inexpensive cost of producing basic cloth masks, my apparel company chose to produce and give away over 30,000 masks, one set of 4 assorted cotton masks for only the $4 cost of shipping. We do not fault many small makers/brands for selling their similar masks for $8 to $25, because this is the only income they are making while everything is shut down for them. It is possible that later, if mask-wearing becomes mainstream in America, that we might produce a well-made mask that coordinates with our apparel, but only if customer demand warrants it, and we'd sell it at our normal apparel margins -- no gouging. I can see some fashion and luxury brands successfully selling masks as fashion accessories as well -- no different from a scarf or a hat used to fashionably shield the wearer from the elements. The protective mask company chose not to engage in cloth mask production because we are focused on protection for the wearer, and cloth masks only protect others from wearer, with little to no protection for the wearer. As a startup ourselves, we again support small companies who are profiting from cloth mask sales as it is a real consumer need, they deserve a fair profit, and it is likely their only income. In the end, I would echo many voices here stating that a fair profit is reasonable for the selling of masks, other PPEs, and any Covid-related consumer demand products. Gouging is not, and luckily gougers are easily identified and crushed by the transparency of social media.
  • Posted on: 03/24/2020

    What’s the right messaging amid the coronavirus outbreak?

    We will be in this stay-at-home, work-from-home reality for many weeks if not months. Brands and retailers need to play the long game. This is not about getting a sale today, it is about maintaining and nurturing authentic relationships with existing customers, while being out there with authentic messaging that is true to your brand DNA. Inauthentic messaging is being panned across social media, while authentic and often cheeky (but not crass) messages are hitting the right chord. Those that project "we will win this together," and deliver value and some normalcy as people who want to shop begin doing so, are poised to win the long game.
  • Posted on: 03/09/2020

    Can retailers ensure stores are coronavirus-safe?

    Completely agree Paula. There really isn't much that can be done other than:
    1. Communicate clearly the retailer's efforts, a la Nordstrom;
    2. Ensure all in-store management is well-informed, follows basic protocols, and has the supplies they need on hand.
    Other than that, we will need to ride this out. It will pass, but the impact of this will be (and already is) much worse than SARS, etc.
  • Posted on: 03/02/2020

    Retailers go into business triage mode as coronavirus enters the U.S.

    I see three major pillars of the current and coming disruptions: 1. Significantly reduced travel due to both governmental restrictions and corporate business continuity and potential pandemic plans which call for reduced or eliminated non-essential travel. Besides well reported flight cancellations, we are already seeing cancelled conferences and incentive trips and mass attendee cancellations. Travelers are among the highest spenders so this has a significant impact on retail and on all associated travel support businesses. Resort destinations and major conference hubs may feel this most acutely. 2. Supply chain impacts, as well articulated by my colleagues. First with core related products like hand sanitizers and masks, then with component parts and ingredients for everything including medicines. 3. Basic fear. Natural overreaction to the news has people stocking up and hoarding, which will exacerbate the product shortages, and fear of the possibility of contagion has people avoiding enclosed areas such as shopping centers. I am hopeful that the spread will peak then slow relatively quickly now that worldwide governments and businesses have woken up to the severity of the situation. But I think we're in for a few months of disruption before things settle down. I do believe a recovery will come, but we also have to realize that the Chinese consumer will be more focused on domestic consumption vs. international travel retail consumption, which will likely require different strategies to maximize this important consumer. This can be both a short term and long term boost for online and offline retailers of basic household products such as drug stores and mass, so long as they present themselves calmly and with care, and do not price gouge. Finally, this is a good opportunity for retailers to focus on improving the customer's digital experience, to capture a larger share of the consumer's online shopping.
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