Page 4 - April 2020

who’s who in retail

MEETS

Oliver

Tress

FOUNDER OF OLIVER BONAS

Q. What are your key objectives over the next 12 months? Q. Can a leader be transformational and authentic, and who
A. The outbreak of the coronavirus Covid-19 has changed everything is your favourite example of such a leader?
dramatically. With so much uncertainty, we are now focusing on A. I suppose it goes back to my previous point, to be a leader you
keeping our business on a solid footing and supporting our team. Once must take your team with you. Authenticity means having values and
we are through this challenging time, we will take a step back and philosophies that are based in real life, and are the foundation of decision-
re-consider. We are also aiming to embed sustainability in every part making. A great example of an authentic and inspiring leader is Barack
of Oliver Bonas. We didn’t start from the ground up as a sustainable Obama. As President, he chose his words very carefully and took the time
business so we’re looking to make big strides both internally and to understand issues without over-promising on what he could deliver.
with all our suppliers. Another key focus for us is creating exciting
experiences for our customers in-store and online. Retail has never Q. What do you make of social media and its prominent rise
been more competitive, but it’s also never been easier to engage with in importance over the last few years?
your customer and we need to get that right. A. We are social beings so these platforms are going to continue to
evolve and integrate into our lives, as a business you need to find your
Q. Have the fluctuations in the retail market in recent times place in it. Social media is both an opportunity and a threat in business
had any impact on the business? but I feel it again comes back to authenticity. Social is an easier place to
A. We have definitely felt it, but we actually feel that tough times offer prosper if your brand voice is original, reliable and trustworthy.
opportunities. I started the business in 1993 when the UK was still
coming out of a really heavy recession; if we had not been in that Q. What would you consider to be your career highlights?
situation I may not have been able to start Oliver Bonas. As a business A. When I think back, the things that have given me the greatest pleasure have
we are making the working hard to deal with trading challenges, whilst been the moments when we took a calculated risk into the unknown. So a
also making the most of opportunities that come our way. memorable highlight would be when I opened my first store and I remember
the first Saturday, at the end of it I was thinking wow, all the gambles I took
Q. What leadership skills do you feel are the most important in may actually pay off and I can make a career out of this. I felt euphoric.
the current retail climate?
A. As well as having a clear vision with values and philosophies Q. How are you feeling about the 12 months ahead?
that they can communicate to the team, I believe that the person A. There is no doubt that the coronavirus pandemic will put our
leading a retail business should be product focussed and have a deep business under significant strain. We face massive operational and
understanding of their customer. It is important they understand financial challenges as we manage trade across our bricks-and-mortar
what products will resonate. stores, amidst a great deal of uncertainty. But I believe in our team and
together, I believe we will get through it.
Q. As a leader, when making key strategic decisions, what
proportion of the decision do you feel is fact-based and what Q. Do you have any words of warning for the industry?
proportion is instinctual? A. Coronavirus Covid-19 presents us with an unprecedented challenge. We
A. We always start from facts wherever possible, and interrogate must work together as an industry to get through it, as well as supporting
them as far as they will go. But so many decisions come down to a our own teams to get through it. In the longer term, I believe that we should
gut feeling of confidence in any given scenario. I say gut feel but what continue to invest in delighting our customers. Provide exciting products
that really means is the distillation of years of experience, so a healthy in a dynamic environment, to encourage them in-store and online and to
mix of the two. tell their friends about us. That is how I feel we will get long-term success.

04 RETAIL & LEISURE INTERNATIONAL APRIL 2020