London, England, United Kingdom
People-oriented executive with extensive international multi-channel retail leadership and proven board-level contribution as a Non-Executive Director and Trustee. Brings board governance perspective, providing strategic oversight and effective challenge underpinned by disciplined financial governance. Experienced in transformation/turnaround, renegotiating major commercial arrangements, and guiding leadership through growth and restructuring—maintaining strong customer and stakeholder focus. Available for the right challenge and opportunity. Specialism includes: • Business transformation & re-structure • Creating & communicating the vision • Retail Strategy and business planning • Omni channel customer experience • Customer-centric culture development • International multi-country growth strategy • Franchise & licensing development • Financial analysis & commercial acumen • Brand identity development & marketing • Building & leading winning teams • Innovative thinking & creative decision making
Deff Retail works with boards and founders on all aspects of multi-channel & brand strategy, from initial concept development, business plan creation and financial modelling, through to funding support and execution. Provides solutions for interim or project based assignments, always with a focus on customer excellence. Assignments have included: • Advisor to the board of a family-owned textiles business targeting growth to a full-line homewares platform via acquisition of relevant western brands. • Advisor to the owner/founder of a premium furniture business: growth strategy including brand selection for franchising, ERP selection, and people/recruitment strategy. • Advisor to a UK Matcha tea business on growth via store openings, distribution partnerships and brand building.
Fine Cell Work is a rehabilitation charity and social enterprise that teaches prisoners and ex-prisoners to make beautiful handmade products. The making and selling of high-quality needlework aim to inspire and empower the participants as they seek to rebuild their lives. It is the only charity providing paid opportunities for people in prison, and in May 2026 was awarded a Royal Warrant. I joined as a Trustee in May 2024, and was appointed Vice Chair in June 2025.
London-based international luxury Interior Design/Furniture Retail business. • Worked closely with the founder, Rose, responsible for a team of 80+ across 4 business units. • Achieved 7 successive years of double-digit sales growth, whilst delivering an EBITDA return in the mid to high teens, through prudent cost control and careful recruitment, whilst maintaining a customer-centric approach. • Developed and implemented the strategy to shift the business from being predominantly interior design led, to a retail led company. • Introduced a distribution strategy to develop wholesale partners overseas. • Developed an e-commerce operation, providing the backbone for future growth. • Built the team to drive own-brand product development, resulting in an ever-growing range of furniture, lighting, fabric, and accessories delivering 75% of retail sales.
Non-Executive Director providing board-level oversight of the commercial strategy for the National Gallery, whilst supporting governance assurance. • Helped steer the organisation through growth, the subsequent pandemic downturn and restructuring across two four-year terms. • Acted as a mentor to the FD, supporting navigation of change workstreams. • Worked closely with the MD (as the sole NED) to renegotiate the F&B contract and conduct the selection process—supporting a smooth exit of the incumbent supplier and onboarding of a new supplier with full board and trustee support. • Chaired the panel for the pitch process for agency selection for a new retail store development (delivered April 2023).
The Conran Shops Group, the world's leading high-end home furnishing & gift store - with 11 stores, owned & franchised, an e-comerce platform and a B2B arm. Responsible for a team of 220 across 5 countries. • Re-engineered the operation, delivering a 75% reduction in losses in 4 years. • Changed the business from being 100% creative focussed to a balance of creative and commercial, by introducing retail practises & processes, together with a cash/cost conscious attitude. • Restructured store portfolio, expanding from 8 stores in 2008, to 11 stores and a wholesale unit in 2012. Negotiated the disposal of the loss-making division in New York. • Successfully overhauled the franchise arm in Japan, introducing a new partner, developing new stores, and pioneering expansion into China with the first store opening in Shanghai in June 2012. • Created a number of test store formats and models, both franchise and hybrid, including an award winning pop-up store in Westfield, to develop the model for future expansion. • Increased sales across the group by over 25% in 3 years from £45m to £56m p.a.