S6 E9: From High Street to Wholesale: How Rebecca Hawkes Reinvented Her Buying Career

In this week’s episode, we’re joined by the brilliant Rebecca Hawkes, Buying Manager at Something Different Wholesale and someone who’s experienced the buying world from both sides of the fence: big-name retail and fast-moving B2B.

Rebecca’s career started in fashion design, but it was a university placement at Tesco that ignited her passion for buying. From there, she climbed the ranks across departments like ladieswear, knitwear and nightwear, learning the importance of agility, training, and collaboration in a fast-paced corporate environment.

After relocating to Wales, Rebecca’s journey took a creative turn from visual merchandising at John Lewis and New Look to building the buying function at Something Different Wholesale almost from scratch. She now leads the sourcing and development of over 4,000 SKUs, helping to shape the home and gift ranges loved by retailers across the UK and beyond.

In this episode, we chat about how Rebecca made the leap from retail to wholesale and what changes when your customer becomes a business rather than a shopper. We discuss the rise of gothic and book-inspired gifts and how she keeps on top of shifting product trends. Rebecca also opens up about the ongoing challenge of balancing sustainability, packaging, and commercial reality, and she shares some of the lighter moments and lessons learned from years spent in buying including the occasional pricing mishap that every buyer can relate to.

Rebecca’s story is a reminder that great buying is about so much more than numbers  it’s about curiosity, adaptability, and never being afraid to try something different.

3 Key Takeaways:

B2B buying is a different game. It’s faster, more collaborative, and built on long-term relationships with retailers of all shapes and sizes.


Sustainability is becoming non-negotiable. Buyers need to find realistic and commercially viable ways to bring responsible sourcing into every decision.


Career growth isn’t always linear. Rebecca’s path shows how experience across different areas of retail can combine to create a fresh perspective on product and customer strategy.

Explore Rebecca’s work and discover Something Different Wholesale’s ranges at somethingdifferentwholesale.co.uk.

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