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Retail Technology, Retail technology News

GO Outdoors appoints first multichannel director

Monday March 26 2012

Former Halfords recruit targets multichannel leadership in the outdoor retail sector

Former Halfords recruit targets multichannel leadership in the outdoor retail sector


GO Outdoors, the UK’s largest outdoors company, has appointed its first multichannel director. Jon Asbury is joining GO Outdoors from Halfords, where he led its multichannel business for 14 years.


With Halfords, Asbury was highly commended two years running for the Oracle Retail Week Brandbank Multichannel Retailer Of The Year. In 2010, he introduced the UK’s first non-clothing retailer mobile site. And he spent his early career at WHSmith, Do It All and Woolworths.


At GO Outdoors, Asbury will be responsible for the delivery of the retailer’s multichannel strategy.


Setting sector challenge


Lee Bagnall, GO Outdoors chief operating officer, said: “This appointment represents a significant message of intent to the outdoor retail sector. We expect to expand and lead online outdoor sales both in the UK and internationally.


“To achieve this we needed an experienced director to bring additional retail insight and aproven track record of achievement in online sales. With those criteria in mind, Jon Asbury was a standout candidate in every respect.”


Building on online growth


GO Outdoors is currently enjoying steady growth at a time when other outdoor retailers are finding trading conditions tough. Sales increased by 54% a year, from £31.6 million (m) in 2008 to £115.2m in 2011. GO Outdoors’ online sales currently account for around 10% of its total sales and are predicted to double annually.


Asbury stated: “GO Outdoors is an exciting young company with a real passion and enthusiasm for all things outdoors. They have already made a significant impact in online sales. I hope I can bring additional online experience to complement the undeniable energy and drive already present in the boardroom.


“Joining a dynamic company growing at such a massive rate offered me a compelling professional proposition. It’s a challenge I can’t wait to get my teeth into.”