Beaverbrooks appoints new CEOTuesday, 27 March 2012
Jewellery and watch retailer Beaverbrooks has appointed Daniel
Brown as its new Chief Executive Officer, in the hope that the appointment will ‘take the brand forward into a new era of customer service’. He will taking over the role from former chief executive Mark Addlestone who will become Chairman replacing Andrew Brown who will remain a director.
Brown, who is a fourth-generation member of the Beaverbrooks family, was previously operations director at the 64-store chain. He joined the family business in 1995 and has worked in every department of the company from the shop floor to the buying team.
Brown said that one of his first tasks as CEO will be to develop the customer experience in-store and enhance levels of customer service, "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.”
The retailer has set out an eight-year development plan to create a ‘world-class shopping experience’ by 2020, and to make buying jewellery a less ‘intimidating experience’.