In a surprising and somewhat controversial move, Apple has confirmed Dixons CEO John Browett will be joining as new Senior Vice President of Retail in April.
Apple® today announced that John Browett will join the company as senior vice president of Retail, reporting to Apple CEO Tim Cook. Browett comes to Apple from European technology retailer Dixons Retail, where he has been CEO since 2007. Beginning in April, he will be responsible for Apple’s retail strategy and the continued expansion of Apple retail stores around the world.
“Our retail stores are all about customer service, and John shares that commitment like no one else we’ve met,” said Tim Cook, Apple’s CEO. “We are thrilled to have him join our team and bring his incredible retail experience to Apple.”
Think shopping in Walmart or Best Buy for electronics, if you want a vague idea of the kind of shopping experience you might get out of a visit to Dixons in the UK. Upselling of grossly overpriced warranties, cables and other accessories are usually the order of the day. These overwhelmingly negative comments from people in the UK familiar with the Dixons shopping experience will give you a good flavour.