Jim Berkeley, Head of trading and retail at Chain Reaction Cycles, tells Retail Week about his life working in retail.

Jim Berkeley

What was your first job in retailing?

I first worked in a ski and sports shop in Belfast called Hobsons, followed by my own business DV8.

Which retail company do you admire most and why?

Schuh for its sheer resilience in business over the past few years.

What is the trait you least like in yourself and why?

I’d have to say that I’m continually trying to do too much work in one day, which usually results in me not being able to sleep at night.

Who have you learnt most from in your retail career?

Before joining Chain Reaction Cycles I was self-employed for 15 years, so I’m still learning. I’ve heard Sir Stuart Rose speak several times and have always found him to be inspirational.

What advice would you give someone starting out in retail?

The most important thing is to really understand your customer. Their tastes will change a lot faster than your own, and I think it’s important to never forget that you are in business to serve them.

What keeps you awake at night?

See answer to question three. Aside from that, not a lot as I’m usually exhausted.

What’s the most satisfying part of your job?

It’s great to see teams of people working together and succeeding together. In a large and fast-paced organisation, such as Chain Reaction Cycles, it’s so important.

What’s your proudest achievement?

Launching my own web business back in 1999.

What job would you have done if you hadn’t become a retailer?

I’m not sure if I could escape retail – I’ve always been buying and selling something.

What’s your favourite shop and why?

I’m a big fan of Guru in Milan as it has created a community that is based around a store.

What was your last purchase?

I’ve just bought a Garmin watch so I can record my progress and performance during triathlons.