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In a bid to step up what is already a big part of the Apple story, Apple has named John Browett SVP of retail. The chief executive of Dixons, the struggling British electronics firm, will now oversee Apple's retail strategy and an expansion of Apple stores that is expected to be more global in nature.
Browett, who has been with Dixons since 2007, will start as early as April in Cupertino. He replaces Ron Johnson, who left Apple last year to head JC Penney.
Browett is Tim Cook's first external senior-executive appointment and reports directly to the Apple CEO. He takes the reigns of an already incredibly successful retail empire. However, of 40 new stores planned for this year, 30 of those will be abroad, many of those locations in China.
This is big stuff for a new-comer, maybe, but China already plays a significant role at Apple. The company already has four (official) stores in China, with two in Beijing and two in Shanghai.
The Chinese stores are some of Apple's most successful, even outselling Apple's 5th Avenue store in New York. A third Shanghai store is in the works with an expected floor plan of over 16,000 square feet. And this is just one of Apple's planned openings in China within the year. Also, Apple has a stake in China because it manufactures most of its products there.
"Our retail stores are all about customer service, and John shares that commitment like no one else we've met," Cook said in a statement. "We are thrilled to have him join our team and bring his incredible retail experience to Apple."
In a funny response, Jonathan Margolis, a writer for FT's How To Spend It magazine,tweeted: ""#Apple has hired bloke from Dixons to run retail. Tim Cook very excited about this as he's Mr Customer Service. Has he been to a Dixons?"
