Apple hires Dixons CEO Browett to lead retail | iLounge News


Apple hires Dixons CEO Browett to lead retail

Apple has announced that John Browett will join the company as senior vice president of Retail. Browett, who will report to Apple CEO Tim Cook, was previously CEO of European technology retailer Dixons, a title he had held since 2007. Browett will join Apple in April, and be responsible for Apple’s retail strategy, as well as the continued expansion of Apple retail stores around the world. Prior to Dixons, Browett held a series of executive positions at Tesco, advised retail and consumer goods clients at Boston Consulting Group, and earned a degree in Natural Sciences from Cambridge University before receiving his MBS from Wharton Business School. He replaces Ron Johnson, who left Apple late last year to become CEO of retailer J.C. Penney.

“Our retail stores are all about customer service, and John shares that commitment like no one else we’ve met,” said Tim Cook, Apple’s CEO. “We are thrilled to have him join our team and bring his incredible retail experience to Apple.”

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Here’s the thing : Dixons shops in the UK? Horrible places. Badly designed, badly stocked and staffed by seventeen year old kids with little knowledge of the products they sell and even less motivation to provide good service (as oppose to hard-selling astonishingly poor value ‘warranty contracts’ they make commission on). For our American cousins, think Best Buy without the charm and personality. Plus the company has been going down the toilet for about the last 18 months. ‘Rat leaving the sinking ship’ is a pretty viable analogy.

This guy being put in charge of Apple’s retail division? As anyone in the UK, we do NOT think this is a good idea.

Posted by Jon on February 1, 2012 at 5:20 AM (CST)


I totally agree with Jon.  It’s pointless asking any member of Dixons staff about products in store unless they are standing next to a computer that they can look up the details on! Customer service pretty poor too! Let’s hope that the Apple Stores remain providing that exceptional level of service that they always have.

Posted by Chris Prosser on February 1, 2012 at 1:12 PM (CST)

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