Apple poaches Dixons chief, John Browett, for retail head
The chief executive of Dixons has been poached by Apple to head up its worldwide retail operations.
John Browett, who has been chief executive of the struggling high street electronics firm since 2007, has been appointed Apple’s senior vice president of retail, reporting directly to chief executive Tim Cook. Browett will be in charge of Apple’s already phenomenally successful retail strategy and the continued expansion of Apple’s 361 stores around the world. Of the company’s 40 new locations this year, 30 will be abroad with China playing an increasing significant role.
“Our retail stores are all about customer service, and John shares that commitment like no one else we’ve met,” Cook said. “We are thrilled to have him join our team and bring his incredible retail experience to Apple.”
Enthusiasm’s lovely, but this makes me ask one question: has Tim Cook ever been in a Dixons? If anything, Dixons Retail (which also includes Currys and PC World) is almost the opposite of what Apple’s retail operation should be: regularly poor shopping experiences, a lack of focus, and poorly trained, upsell-fanatical staff.
What a curious appointment by Cook.