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Beaverbrooks appoints new CEO

Jewellery and watch retailer Beaverbrooks has appointed Daniel Brown as its new chief executive. Brown is the former operations director of the 64-store chain, and a fourth-generation member of the Beaverbrooks family.

GENERAL MERCHANDISE

Beaverbrooks appoints new CEO

Having joined Beaverbrooks at the beginning of his career in 1995, Brown has worked in every department of the company, from the high street stores to roles within the buying department and retail teams.  Most recently he held the role of operations director. 

Brown said one of his first tasks as CEO will be to develop the customer experience in-store and enhance levels of customer service. He explained: "We’re now going through the biggest cultural change we’ve seen yet for our business and our brand. We want to completely change the consumer’s experience of shopping at Beaverbrooks.

"A lot of retailers claim to focus on customer service but they don’t actually end up doing anything to change. We have a better-than-most reputation for good customer service, but we can do a lot better, and we’re at the beginning of that journey.

"Buying jewellery can sometimes be quite an intimidating experience so we want to create a warmer, friendlier environment in stores to put our customers completely at ease. But that’s just the start - ultimately, we want to be doing something quite incredible. My aim is to completely astonish customers, and on a regular basis.

"If consumers were asked to name a brand that created a wonderful customer experience, they might say Apple, John Lewis, Nordstrum or Disney. People love an environment where they feel pampered and well looked after.

Brown concluded: "Our target is simple. By 2020, we will have created a world-class shopping experience which is not just about shopping there and then, but about the contact after that and an on-going story where Beaverbrooks becomes part of our customers’ lives."

In a further appointment, third-generation family member Mark Adlestone has moved from managing director to the position of chairman, retaining a key involvement in the business. Previous Chairman Andrew Brown will remain as a director, together with Addlestone’s father Gerald.

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