Founded in 2014 as the Tartan Blanket Company, co-founders Emma and Fergus Macdonald wanted to create a business that had a positive impact on the planet while also being stylish. As the fast-growing retailer transitions from gifting to homeware, accessories and fashion, CEO Emma Macdonald speaks to Retail Week about its repositioning, its rebranding, and why she’s opted to sacrifice rapid growth for sustainability.